Nokia Chooses Wieden

NEW YORK Independent Wieden + Kennedy today was tapped as global lead agency by Nokia’s mobile phone group, the client said.

All told, Nokia’s worldwide media spending is estimated in excess of $120 million, with total revenue of $30 million, sources said.

Wieden picked up nearly half that total when it was selected to handle the strategy/creative portion of the account. Geographic distribution and adaptation chores make up the other half and remain in play.

The agency’s London office led the winning creative/strategy pitch. The client is based in Espoo, Finland.

“Wieden + Kennedy’s track record demonstrated strength in creative thinking and the potential to be a strong strategic and business marketing advisor with a solid commitment to Nokia’s business priorities and ambitions. We expect this relationship to help take us to our goal of becoming the most loved and admired iconic brand”, said Jo Harlow, client svp, marketing, in a statement.

Wieden will begin work in the fall with executions set to break early next year, Nokia said.

The shop overcame WPP Group’s JWT and independent Mother for the strategy/creative portion, sources said.

The networks contending for the distribution and adaptation piece are JWT, Omnicom Group’s DDB and the primary incumbent, WPP’s Grey, which is partnering with sister shop Bates, said sources. A decision is expected within two weeks. The winning network for distribution will also be tasked with adapting ads for local markets.

With the exception of Bates Asia, the contenders for both portions used their London offices to lead their efforts.

The company spent about $40 million-plus in U.S. media last year on ads for its mobile-phone advertising, per Nielsen Monitor-Plus.