NOKIA TAPS JWT FOR $120M GLOBAL CREATIVE DUTIES

Jenni Baker, London

Mobile phone manufacturer Nokia has appointed JWT to handle its estimated $120m global advertising account, taking over from incumbent Inferno.
JWT’s appointment was the culmination of a pitch process involving Inferno and Bartle Bogle Hegarty. The agency will be tasked with coming up with a new global brand idea for Nokia.
“In many ways, we've changed the way we market Nokia and our products,” says Nokia chief marketing officer Tuula Rytilä. “At the core of the Nokia brand are attributes such as quality, innovation and relevancy. We are excited to collaborate with JWT and come up with new and creative ideas that embody the Nokia brand and broaden the emotional appeal of our products."
“We're confident that JWT can help us market our products in a manner that is bold, disruptive and, most importantly, resonates with consumers,” adds Rytilä.

The news comes as a blow for Inferno, having worked on the account since 2011. The agency was also the creative force behind Nokia’s ‘The Amazing Everyday’ campaign to promote its Lumia range.
JWT, which already has a relationship with Nokia having been its global activation agency since 2007, takes on the account following the restructuring of Nokia’s business, separating its smart phones and mobile phones into two separate business units.
“Not only is the industry fast-paced and highly competitive, but consumers are constantly changing how they communicate,” says JWT Worldwide chairman and chief executive Bob Jeffrey. “We are eager to get started in creating disruptive communications that help breakthrough and reassert Nokia as an innovator that improves people's lives.”  

SOURCE: ICE MAGAZINE BLOG