Nokia hands top global role to Masterfoods chief

by Ben Carter, Marketing 02-Nov-05

Nokia has hired a top Masterfoods brand marketer, Jenny Williams, to fill the new post of global head of advertising.

Her appointment comes as Nokia relocates most of its mobile phone
marketing division from Helsinki to the UK.

Williams, who is expected to lead the division, headed the Snickers
brand at Masterfoods. She will be responsible for Nokia's global ad

budget, which is worth more than £12m in the UK, and will work

with its roster of agencies, which include WPP's Grey and Interpublic's
Lowe.

Sources claim Nokia is relocating most of its mobile phone marketers to
the UK not only because its agencies are here, but also because it is
placing more emphasis on the UK market.

The Finnish firm has gradually re-established its market-leading
position, having been hit two years ago by its decision not to focus on
clamshell phones, unlike rivals Samsung and Motorola.

It is placing a new priority on the youth market, which accounts for the
majority of mobile phone sales, and is in the process of developing a
branded entertainment concept in the UK.