Nokia rings changes across Asia-Pacific

Mobile phone giant Nokia is hunting for an agency network to co-ordinate its PR activities throughout Asia-Pacific.

Mobile phone giant Nokia is hunting for an agency network to

co-ordinate its PR activities throughout Asia-Pacific.



Nokia regional communications manager for Asia-Pacific Suguna Madhavan

has briefed Shandwick, Ogilvy and Mather, Bentley Communications/

Brodeur Porter Novelli, plus another unnamed agency to present ideas on

carrying out an integrated PR campaign in 14 countries in the region,

including India, China, Australia and New Zealand.



Nokia is one of the top three sellers of mobile phones in the world,

along with Ericsson and Motorola. In Thailand and Australia, it is the

market leader. The mobile phones market in Asia-Pacific is predicted to

grow by up to 500 per cent by 2001.



The PR account will consist of a combination of corporate and brand

communications.



’We are keen to become more proactive in our use of PR in this region,’

said Madhavan. ’It has tended to be just media relations, but I want to

embrace the full range of activities, including sponsorship.’



Although Madhavan is keen to appoint one agency network to handle

strategic work across the region, some countries are expected to retain

the services of selected local agencies.



’Like many international companies we will have to carefully balance the

need for regional consistency with local market demands, particularly in

China,’ said Madhavan.



Nokia’s use of PR in Asia has been generally of a project nature in the

past, although Shandwick were appointed for a larger scale piece of

business last year, to launch products in Hong Kong, Singapore and

Malaysia.



This review is part of an attempt to enhance the company’s brand

performance by presenting a more uniform corporate and brand image

across Asia.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in