Nokia Hands Global Digital Account to R/GA, Isobar

Telecom Wants to Coordinate Campaigns Instead of Operating Locally

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LONDON ( -- Nokia has appointed R/GA and Aegis Group's Isobar to handle its $26 million global digital-advertising account. Each agency will take global responsibility for distinct areas of the Finnish telecom's business.

Nokia already works with R/GA in the U.S. and with Isobar in some other territories. Nokia's Finnish headquarters works closely with digital hotshop Farfar, part of the Isobar network.

In the U.K., Omnicom Group's Agency Republic and independently owned Work Club have been working with Nokia but are not expected to continue those relationships.

Going global
Nokia has operated on a more local basis until now for its digital business but wants to coordinate global campaigns.

The company made a similar move in 2007, when it appointed Wieden & Kennedy to market its $260 million global handsets business. In November 2008 the agency was also awarded Nokia's $150 million Nseries account.

Nokia, the market leader in mobile handsets, estimated that phone sales could drop 10% in 2009. The company reported a shocking 69% fall in profit from $2.3 billion to $730 million for the fourth quarter 2008, blaming a loss of market share in the high-end segment. Overall market share was down to 37% from 40%.

The agencies referred calls to Nokia, which didn't respond to a call for comment.

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