Lexis PR has been placed on alert as Nokia prepares to kick off a pitch process. Nokia UK & Ireland head of comms Anna Shipley told PRWeek the company was considering various agencies to put on a shortlist. Lexis PR has handled the account for two years and will repitch for the work.
Nokia is aiming to shake off its reputation as a company that does little more than manufacture mass-market mobile handsets. ‘Most people know Nokia best as a device manufacturer,’ admitted Shipley.
Instead, Nokia intends to reposition its brand as an internet services player, reflecting an offering that now includes music services and mobile navigation, among others.
‘It’s a significant change in the way people regard Nokia as a brand and the way they use Nokia as a product,’ said Shipley. ‘We are transforming our brand and have an important story to tell.’
She denied cost was a factor in the review, but said the successful agency needed to be ‘cost-effective’ and that the focus was on ‘value’.
‘Key things we’ll be looking for include consumer tech know-how and a great team with a can do approach in devising and delivering excellent PR activity and results.’