Nokia strategy rethink spurs global ad review

The mobile phone manufacturer intends to put emotional engagement at the heart of the brand following a revision of its strategy.

The advertising review is part of a global re-evaluation of Nokia's marketing. The brand's UK advertising business is worth about £14m, according to Nielsen Media Research.

WPP-owned Grey holds most of the UK account, working on three of Nokia's four business divisions: mobile phones, enterprise solutions and networks. Lowe takes care of a portion of its handsets advertising.

The review comes only weeks after the appointment of Wieden & Kennedy to work on the launch of Nokia's concept stores.

Last week, Nokia announced plans to review its global below-the-line account to support its new brand positioning.

The Finnish manufacturer has issued a number of UK direct marketing agencies with a tender for its pan- European point-of-sale account and hopes to appoint a creative agency with a retail specialism.

It is also understood that Nokia has embarked on a full-scale review of its marketing in Latin America.

It is believed that a number of marketing networks, including Publicis Groupe and Omnicom, have briefed their relevant agencies about the global review. Grey is also preparing to re-pitch.

MediaCom holds the bulk of Nokia's media business and recently added the Asia-Pacific region to its European responsibilities after the mobile phone giant consolidated its buying activity.

This article was first published on Marketing