Sony Ericsson today announces the appointment of Saatchi & Saatchi as its global advertising agency.

The appointment is effective immediately and Saatchi & Saatchi will now start work on new campaigns to break in 2007.

"The team at Saatchi & Saatchi clearly proved to us that they have grasped what Sony Ericsson stands for and most importantly our evolutionary path for the future. We look forward to our new partnership with Saatchi & Saatchi and to begin working with them on our forthcoming campaigns," said Dee Dutta.

"We are thrilled that Sony Ericcson have put their faith in Saatchi & Saatchi London and in our network, after taking on some of the best global agencies in a formidable competition. We look forward to working with such an ambitious and visionary Client and to delivering ground-breaking work the brand deserves," comments Lee Daley, Chairman and CEO of Saatchi & Saatchi London.

Details regarding the appointment of Saatchi & Saatchi are being finalized. Saatchi & Saatchi was chosen after a competitive pitch that included DDB London, Publicis and McCann Erickson. The appointment does not affect McCann Erickson's Christmas campaign for Sony Ericsson that is due to break in the autumn.