Nokia Phones to Go to Richards

By Steve Krajewski

DALLAS–The Richards Group here has rung up another win in the telecommunications category, landing the estimated $15 million national advertising account of Nokia’s U.S. mobile phone division.

Matt Wisk, director of marketing for the Dallas-based division, said he moved the account from Grey Advertising, New York, to The Richards Group, after having informal discussions with a ‘half-dozen agencies.’ Wisk declined to name other contenders.

The Richards Group has been charged with creating a national image campaign for the manufacturer of cellular phones and other personal communications devices. The campaign is likely to break in the fourth quarter, Wisk said. The effort will include print as well as broadcast assignments.

Wisk said the ‘consumer likability and warmth’ of Richards’ ads fit well with the company’s plans for future advertising. Geographic proximity was also a plus, Wisk noted. Nokia recently relocated the headquarters for its North and South American mobile operations to Dallas from Tampa, Fla.

Richards will handle everything from point-of-purchase and package design to advertising for current brands and new product introductions.

Among the company’s next generation of high-tech products is the Nokia 9000 Communicator, a combined mobile phone and handheld computer that allows users to make and receive calls, send and receive faxes and e-mail, and access the Internet.

Grey recently developed a campaign for the 9000 Communicator, which included the tagline, ‘Open up a new world of wireless communications.’

It was unclear last week which new products Richards would be working on, though the shop’s image advertising will likely promote the client’s complete line.

The Nokia win follows the agency’s acquisition of PrimeCo Personal Communications’ account earlier this year. A Richards representative said Nokia is not a conflict because PrimeCo is primarily a service provider.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED