Nokia has announced that it has appointed Carat, part of the Aegis Group, as the single global media partner to handle its media planning and buying.
Nokia conducted a thorough evaluation process that incorporated assessments from global, regional and local marketing stakeholders. The objective of the review was to identify the optimal media solution for meeting Nokia’s evolving requirements for consumer-led, innovative and creative outcome-based media planning and buying across the globe.
“We were looking for a partner that offered digital media excellence to accelerate Nokia’s move into solutions marketing. We believe that innovation will be an important component to improve the effectiveness of media communications in the future,” says Pekka Rantala, Senior Vice President and global head of Marketing at Nokia. “We were impressed by the quality of the agencies’ responses and the depth of capabilities that the agencies showed in being able to contribute to Nokia’s business needs. Carat will add value especially in strategic planning and offer strong digital capabilities,” concludes Pekka Rantala.
The appointment of Carat will be on a global basis for all countries. The transition will be completed in the majority of regions in the third quarter of 2009 with the exception of India and Middle East/North Africa, which have an extended transition period.
Globally, MediaCom is the incumbent on the business and is believed not to have tried to retain the account as it did not agree with Nokia in terms of costs. However, back in India, the brand with ad spends in the region of Rs 200 crore, will continue to be handled by GroupM’s Maxus.
Ajit Verghese, MD, Maxus, said, “We are happy to have continued our relationship with the brand Nokia. India being a key market for the brand, Nokia’s decision to continue with us comes as a huge recognition and reaffirmation of faith in the agency.”
The multi-agency pitch took place through April-June 2009. Carat will work across all markets for Nokia from the third quarter of 2009, with the exception of India, West Asia and North Africa. MediaCom will handle the West Asian and North African businesses.
Nokia called the review process to create significant cost savings from its media buying, keeping in mind the ongoing economic correction. Carat is also believed to be have been awarded the account in a bid to step up Nokia’s digital activity.
Chris Leong, global head, marketing services, Nokia, said, “The appointment is in line with the company’s expansion into mobile services. We want to evolve our touch point strategy and elevate our digital capabilities and Carat was best able to do that.”
Leong said that the company wanted “an engagement platform where consumers can have a dialogue with us. Digital is a key part of that and retail remains a key touch point.”
Source: Carat , Bombay Adclub