Microsoft's PR challenge

Microsoft's partnership with Nokia poses challenges for the PR functions in both businesses, agency bosses have told PRWeek.

Andrew Baiden, MD of The Red Consultancy, said: 'Microsoft will want to be the boss. It is a global brand, while Nokia is insular and European.'

Laura MacDonald, acting MD at Skywrite, said: 'To succeed, this partnership needs to be equal where Microsoft wins in the software space and Nokia on the design front. PR needs to be focused on these challenges or the firms risk losing out on all fronts.'

Nokia issued a brief to consolidate its comms earlier this year. Three Monkeys handles the consumer PR for Microsoft. Nokia and Microsoft declined to comment.

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