Nokia Aims to Consolidate Global Digital Account

Marketer Will Narrow Down From Hundreds of Partners to Several Global Networks

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NEW YORK ( -- Nokia is looking to consolidate its global digital account, executives familiar with the matter said.

The marketer, which works with as many as 500 digital partners, likely will narrow down its roster to a few networks with global scale, the executives said.

Nokia works with digital agencies including Interpublic Group of Cos.' R/GA, FarFar (which is part of Isobar, Aegis Media's global digital agency network) and Omnicom Group's Tribal DDB.

Nokia, headquartered in Finland, is the world's largest cellphone marketer, though its presence in the U.S. is lagging. Nokia spends about $400 million in worldwide advertising, with about $50 million spent in the U.S.

Following a review this summer, Wieden & Kennedy was named lead creative agency by the marketer, and WPP Group's JWT became its global network marketing agency. JWT will support local efforts in more than 80 markets worldwide.

A spokeswoman for Nokia had no comment on the digital review.
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