Nokia news
We’ve spent the last three months or so pitching for the Nokia global account. The final meetings took place last week in Helsinki and Delhi. The client called on Friday night to say that they had reached a decision and that they would be visiting the agency at 6.00pm on Monday to announce who had won. Clearly, there was a lot riding on this pitch, so that call was endlessly analysed by the agency’s soothsayers – 6.00pm must be the last meeting of the day; is that good or bad? Would you tell the losers first or the winner first? But then we learned that all the pitching agencies were being debriefed simultaneously at 6.00pm, so all that guess-work became irrelevant. We just had to wait for the 6.00pm meeting to hear the verdict.
Nokia had been scrupulously even-handed throughout the process. We had absolutely no clue as to how we were doing in relation to our competitors Mother and JWT. (BBH, DDB and Bates/Grey/RKCR Y&R were eliminated at an earlier stage.) And infuriatingly, at 6.00pm I was on a flight to San Francisco, out of touch from the rest of the agency team until landing about 7 hours later. I spent the flight in an agony of anticipation, knowing that the decision had been announced but being unable to find out what it was, turning things over and over in my mind, persuading myself that we hadn’t won and that all those weeks of work by W+K people all over the world had been for nothing. We finally touched down in the US and I switched on my N95. (Yes, of course it’s an N95. You were expecting a Samsung?) It fired up, searched for a network and suddenly started beeping away as multiple messages appeared in the in-box. There were dozens of texts and missed calls. Before I even opened any it was clear that this must be good news. We’d won the Nokia business. Stunning, amazing news.
I called the team back in London. It was about 2.00 am. They were out celebrating the win – wild, drunk and shouting back down the phone. Visa and Nokia in the space of a week – crazy days indeed.
Here’s what the newswire says:
ESPOO, Finland, July 2 /PRNewswire-FirstCall/ — Wieden+Kennedy (W+K) has today been appointed as the global lead agency for Mobile Phones group in Nokia. W+K will act as the strategic global driving creative excellence across Mobile Phones’ marketing, and will be responsible for the creation and development of all global campaigns.
Mobile Phones marketing is currently changing its mode of operation with a focus on planning and increasing the effectiveness and efficiency of all marketing activities. The agency review has been an integral part of the marketing change process.
A strong emphasis to choose an agency that is best positioned to support the Mobile Phones strategy and business requirements over time were key to the selection process. Additionally, a diverse repertoire of knowledge and experience was a key priority.
"Wieden and 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 amibitions. We expect this relationship to help take us to our goal of becoming the most loved and admired iconic brand", says Jo Harlow, Senior Vice President, Marketing, Mobile Phones, Nokia.
W+K will begin working on marketing projects in the fall, with full execution beginning on January 1, 2008.
