Ericsson has received three prestigious brand awards this month. On April 12, Ericsson received an EFFIE/THE BEST BRAND award in the Corporations & Organizations category for its brand adaptation project in Russia. Just a few days later, on April 17, The Networked Society, Ericsson’s global brand film created in 2011, received two gold medals at the New York Festivals World’s Best Television & Films awards.
Shaping the Networked Society

Ericsson was founded 135 years ago, and recently celebrated 130 years of operations in Russia. In 2011, Russia was identified as one of Ericsson’s five key markets and the brand adaption project was initiated as a logical next step.

Founded in 1968 by the New York Chapter of the American Marketing Association to recognize the most effective advertising efforts in the US, the EFFIE awards have since expanded globally. In Russia, the EFFIE/THE BEST BRAND awards are the only national prizes awarded for brand building. In the 2011 edition of the awards, which were presented at a ceremony in Moscow on April 12, 2012, Ericsson received the first prize in the Corporations & Organizations Award Category for its brand adaptation project, which was implemented last year in Russia. The project involved the development of localized communications strategies and a platform to execute them.

This year there were more than 72 entries in 25 categories and Ericsson was the only ICT company to receive a golden EFFIE.

Elena Biryukova, Chairperson, BEST BRAND/EFFIE Organizing Committee, says: "The creative concept of the Networked Society, developed by Ericsson, creates clear emotional appeals by explaining difficult technical terms in easy-to-understand messages and images. The campaign, developed by Ericsson, enhances brand recognition in Russia and reinforces the company’s image as a world ICT leader. During its 130 years in Russia, Ericsson has built a strong and stable brand, which today received the highest marketing award."

Ruslan Nozdryakov, Head of Communications, Ericsson Northern Europe and Central Asia, says: "Ericsson’s leadership has extended far beyond the telecom market and now embraces the whole ICT industry. We decided to create the local brand platform when the new global brand platform was developed and to not only translate the key terms into Russian, but create relevant content based on the real examples that our customers come across regularly. The BEST BRAND national award represents recognition of our work and credible proof that we are on the right track in delivering on our key values."

This was the first time that Ericsson has launched a complex advertising campaign aimed at improving its marketing and increasing brand awareness in Russia. The campaign was created in cooperation with advertising agencies Lowe Brindfors and Lowe Adventa.

New York Festivals World’s Best Television & Films competition honors programming in all lengths and forms from more than 50 countries. Dedicated to both the television and film industries, the award categories mirror today’s global trends and encourage the next generation of storytellers.

The 2012 World’s Best TV & Films ceremony was held on April 17 in Las Vegas at NAB Show, an annual trade show produced by the US National Association of Broadcasters. The awards are judged online by panels comprising award-winning directors, producers, writers, actors and various other creative media professionals from across the globe.

The Networked Society brand film, created in cooperation with global experiential marketing agency Jack Morton, won two Gold awards.

The first Gold award was in the Public Relations category for the 16x9 version of the film, which can be used for corporate image functions, customer relations, products/services and recruiting.

The second Gold award was in the Business Theater category for the 180-degree panoramic version produced for display at the Ericsson Studio in Stockholm. This version can also be used for corporate image functions, multi-screen displays, trade shows/conventions, product and sales presentations, in-house marketing and meetings.

Notes to editors


EFFIE/THE BEST BRAND is a national award that honors outstanding achievements in brand building on the Russian market. It is the only national award presented in the Russia to recognize the year’s most effective brand campaigns.

International Awards Group (IAG) organizes advertising and programming competitions for the following brands: AME Awards® for the World’s Most Effective Advertising™; Midas Awards® for the World’s Best Work in Financial Marketing & Advertising™; The Global Awards® for the World’s Best Healthcare Advertising™; New York Festivals®; World’s Best Advertising™; World’s Best Radio Programs™ and World’s Best Television & Films™. Entries to each of the competitions are judged around the world by panels of peers in their respective industries. Founded in 1957, IAG and their brands now have representation in 75 countries. For more information, go to

The NAB Show, held annually in Las Vegas, is the world’s largest electronic media show covering filmed entertainment and the development, management and delivery of content across all mediums. With nearly 90,000 attendees from 151 countries and more than 1,500 exhibitors, the NAB Show is the ultimate marketplace for digital media and entertainment. From creation to consumption, across multiple platforms and countless nationalities, the NAB Show is home to the solutions that transcend traditional broadcasting and embrace content delivery to new screens in new ways. Complete details are available at

New York Festivals World’s Best Television & Films honors programming in all lengths and forms from over 50 countries. Dedicated to both the television and film industries, its categories mirror today’s global trends and encourage the next generation of storytellers.