INTERNATIONAL: Nokia switches agency for Swedish remits

STOCKHOLM: Finnish telecoms giant Nokia - the world's largest

mobile phone company - has changed PR agencies in Sweden, hiring Prime

PR across all its Swedish business.

Prime replaces two-year incumbent Effektiva Media, taking over the PR

brief for Nokia mobile phones, Nokia networks, Nokia home communications

and Nokia internet communications.

The agency won the account following a competitive pitch process.

Account manager Petra Samuelsson leads a team of eight on the accounts,

reporting centrally to Nokia's corporate communications head Thomas


On the Nokia remit, Prime project manager Sofia Myrevik said: 'Nokia

wants to remain the market leader. Our main role is dealing with the

press so a large part of the brief is to build the brand through the


'It's mainly a corporate PR remit, concentrating on the brand,' she


Last month, Nokia appointed Mark Squires as UK and Ireland PR chief to

take over from incumbent David Stoneham in July.

Nokia is promoting Stoneham to global head of corporate social

responsibility (PRWeek, 11 May).

Nokia manufactures a third of the world's mobile phone handsets. In the

final quarter of 2000, Nokia recorded pre-tax profits of pounds


At Prime PR, former Philip Morris corporate PR chief Petra Thorman has

joined as an account manager, reporting to chief executive Carl Fredrik

Sammeli. She was previously corporate affairs manager for the tobacco

giant, responsible for Finland, Norway, Denmark and Iceland.

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