Nokia aiming to put “emotional engagement at the heart of the brand” with its new ads
By Stefan Constantinescu on Tuesday, January 16th, 2007 at 1:54 PM PST In Financial/Corporate News
Telecommunications giant Nokia (NYSE: NOK) is reviewing its global below-the-line marketing account to support a new brand positioning.
The Finnish company has already issued a number of UK direct marketing agencies with a tender to handle its pan-European point-of-sale account and hopes to appoint a creative agency with retail speciality.
According to the brief, Nokia aims to put "emotional engagement at the heart of the brand".
It is understood that the company has already kicked off a full-scale marketing review of its marketing services business, including advertising, in Latin America.
It is unclear whether the review will affect Nokia’s arrangements with its incumbent creative and media agencies. Nokia’s advertising account is dominated by the WPP network; Grey London handles the business in the UK, while media planning and buying is handled by sister WPP agency MediaCom.
According to Nielsen Media Research, Nokia spends around $500m (£254m) on marketing globally with about £14m spent in the UK each year.
In 2005, Nokia had an operating profit of €4.6bn (£3bn), an increase of 400m (£198m) a year earlier.
Nokia declined to comment on the review.
Source: Brand Republic
Step 1: Kill Moby, no more Moby, for the love of god!
Step 2: Phones are phones, not mobile computers. Phones can do a lot more today then they could 5 years ago but in essence they are still mobile phones. "It’s what computers have become" is a horrible tag line.
Step 3: Don’t sell me on specs, sell me on experiences. Have you watched foreign car manufacturers advertisements? They talk about how amazing it is to drive their car, or how bold it looks.
Step 4: KILL THE MOBY SONG
