Nokia B-to-B Goes to Bates

NEW YORK The Bates Group has landed Nokia’s business-to-business advertising account following a month-long review, the client confirmed.

The Bates Group pitch team consisted of marketing services arm 141 Worldwide, in Chicago and New York, DWP Bates Technology in Atlanta and a field office in Dallas, sources said. The shops pitched against undisclosed contenders.

The agency is charged with introducing Nokia to the enterprise market domestically, according to client group manager of industry marketing Lori Follmer. Although some roster shops have handled B-to-B work in the past, the campaign set to break “shortly” will be the client’s largest push into the market, she said. It will promote not only the client’s handsets but also “the solution” Nokia provides for “saving time, increasing productivity and lowering cost,” she said.

The win further expands Bates Group’s ties to the Finnish mobile communications company. Last month, Bates Group won a new global assignment for Nokia’s Internet communications division after a four-month review against undisclosed contenders. The assignment, which includes direct marketing and print and Internet advertising, will be handled out of Bates in London and Singapore and 141 in New York.

“We think Bates will bring a full-agency skill set that will really help us build a world-class industry marketing organization,” Follmer said.

Independent The Richards Group of Dallas, which handles general-market advertising for the client, was not asked to participate in the review, Nokia vice president of marketing for North and South America Matt Wisk said last month.

Billings are undisclosed. Nokia, which has its North and South American headquarters in Irving, Texas, spent $48 million on total advertising last year, according to Nielsen Monitor-Plus.