Nokia strategy rethink spurs global ad review

by Ed Kemp, Marketing 24-Jan-07

Nokia has put its UK creative agencies on alert as it begins a review of its global advertising business, which is estimated to be worth £175m.

The mobile phone manufacturer intends to put emotional engagement at the
heart of the brand following a revision of its strategy.

The advertising review is part of a global re-evaluation of Nokia's

marketing. The brand's UK advertising business is worth about £14m, according to Nielsen Media Research.

WPP-owned Grey holds most of the UK account, working on three of Nokia's
four business divisions: mobile phones, enterprise solutions and
networks. Lowe takes care of a portion of its handsets advertising.

The review comes only weeks after the appointment of Wieden & Kennedy to
work on the launch of Nokia's concept stores.

Last week, Nokia announced plans to review its global below-the-line
account to support its new brand positioning.

The Finnish manufacturer has issued a number of UK direct marketing
agencies with a tender for its pan- European point-of-sale account and
hopes to appoint a creative agency with a retail specialism.

It is also understood that Nokia has embarked on a full-scale review of
its marketing in Latin America.

It is believed that a number of marketing networks, including Publicis
Groupe and Omnicom, have briefed their relevant agencies about the
global review. Grey is also preparing to re-pitch.

MediaCom holds the bulk of Nokia's media business and recently added the
Asia-Pacific region to its European responsibilities after the mobile
phone giant consolidated its buying activity.