Nokia prepares ground for UK music campaign

Nokia is in talks with agencies about a secret music initiative that it believes will help it reconnect with British youth.

It has inked a deal with an undisclosed partner to 'develop a marketing property in an innovative way', said UK comms director Mark Squires, and now wants a PR agency to promote it.

Although confirming the deal was music-related, he declined to comment further, aside from saying that planned PR activity involved 'an area in which we have not worked before'.

A brief has been circulated to selected agencies but pitches are yet to take place.

Nokia retains The Red Consultancy and Grant Butler Coomber/Chocolate for UK PR. Both of their ongoing contracts are unaffected by the current pitch.

Nokia already has considerable commitments in music: Red is promoting its 'Nokia Raw' gig tour this autumn, while the brand also appeared at music events earlier this year, such as the Carling Reading and Leeds Festivals and the Nokia Urban Music Festival.

Separately, Nokia is preparing to launch its high-end N91 handset, which will be able to store up to 3,000 music tracks.

Rivals Sony Ericsson and Motorola have already launched successful 'music phones', putting pressure on Nokia to step up its efforts in the youth music arena.

The UK pitch comes as Nokia seeks to reassert its dominance of the worldwide mobile market after what it described as a 'demanding' 2004.

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