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Sony Ericsson appoints The Gild for Xperia branding brief

Sony Ericsson has hired The Gild to work on brand strategy, architecture and guidelines for its Xperia smartphone brand.

The brand consultancy will work with an international Sony Ericsson team based in London, Sweden and Japan.

Simon Massey, managing director of The Gild, said: "The smartphone market is among the most dynamic sectors and it is a once in a lifetime opportunity to work with Sony Ericsson on this brief."

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