Nokia Splits $300 Million Global Review in Two

Creative and Strategy or Network Distribution Now on the Table

By Published on .

SAN FRANCISCO (AdAge.com) -- Nokia Corp., the world's leading handset maker, is taking a new direction on its estimated $300 million-plus account review.
Six agencies are chasing the two portions of Nokia's $300 million global account.
Six agencies are chasing the two portions of Nokia's $300 million global account.

Nokia is dividing the pitch into two parts: creative and creative strategy and network distribution. Three shops are participating for each piece of the business. WPP Group's JWT, along with independents Wieden & Kennedy and Mother, are pitching the creative account.

JWT is also pitching the network distribution portion, as are corporate siblings Grey Worldwide, the marketer's agency in the U.S., Europe and parts of the Middle East, and Bates, Nokia's shop in Asia, and Omnicom Group's DDB Worldwide.

A decision is expected by mid-year.

A Nokia spokesman declined to discuss the review or the contenders. "We do not comment on our ongoing business negotiations, nor should anyone with whom we may be negotiating," he said in an e-mail.

When the review was announced, Nokia said it aimed to become "the most loved and admired, iconic brand by people around the world."

Nokia is the world's leading cellphone maker, but lags in the U.S. Nokia spent $49 million in the U.S. in 2006, according to TNS Media Intelligence.

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Brooke Capps contributed to this report.
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