TFCS and Cake aid glitzy launch of iTunes mobile

NEW YORK/LONDON: London creative agencies The Fish Can Sing and Cake are handling global and UK launch events for ROKR, Motorola's Apple-backed, iTunes-enabled mobile.

The much-hyped phone is being targeted at hip youngsters and is set to compete with phones such as Nokia's N91. The ROKR will enable people to dispense with carrying both a phone and MP3 player and has been eagerly anticipated by technology and trend analysts.

Cake, believed to be a newcomer to Motorola and Apple PR, is promoting the phone's UK launch event, which will take the form of a lunchtime gig at London's La Scala club later this month. Musicians including Mylo are believed to have been asked to perform.

Meanwhile, The Fish Can Sing - a retained Motorola agency - is understood to have been co-ordinating the global launch event from its new office in Manhattan.

The event - to feature hip-hop star Common - was planned for New York's Webster Hall on Wednesday.

The Fish Can Sing, which could not be reached for comment, is believed to be planning a post-launch buzz marketing campaign.

Cake, too, was unavailable to comment but is understood to be reporting to Motorola mobile devices Europe consumer comms manager Adam Thomas.

Post-launch PR drives will accompany a major star-studded ad campaign featuring musicians such as Madonna and Iggy Pop.

Motorola would not comment on launch plans. Apple had not returned calls as PRWeek went to press.

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