The ad campaign will break this fall, with an international launch before the end of the year.
Christian Flom, the Helsinki-based Nokia marketing executive in charge of the N-Gage project in Europe, confirmed Grey's appointment but said the company is still planning the dates and regions for the initial rollout.
Grey, Nokia's agency in Europe, pitched for the assignment against the other two international roster agencies that handle Nokia's cell phone business. Cordiant Communications Group's Bates Worldwide works for Nokia in Asia and just won its U.S. business-to-business account, and Richards Group, an independent agency based in Dallas, is the Finnish company's U.S. agency.
Nokia is expected to create its own N-Gage game titles and work with other companies such as Sega to develop games for the new platform.