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
’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
This review is part of an attempt to enhance the company’s brand
performance by presenting a more uniform corporate and brand image