Nokia has decided to award its global 450USD million media planning and buying account to Carat. The Aegis Plc owned network triumphed in a final pitch against ZenithOptimedia after other networks, including Universal McCann and PHD, dropped out in earlier stages.
Globally, MediaCom is the incumbent on the business and is believed not to have tried to retain the account as it did not agree with Nokia in terms of costs. However, back in India, the brand with ad spends in the region of Rs 200 crore, will continue to be handled by GroupM’s Maxus.
Ajit Verghese, MD, Maxus, said, “We are happy to have continued our relationship with the brand Nokia. India being a key market for the brand, Nokia’s decision to continue with us comes as a huge recognition and reaffirmation of faith in the agency.”
The multi-agency pitch took place through April-June 2009. Carat will work across all markets for Nokia from the third quarter of 2009, with the exception of India, West Asia and North Africa. MediaCom will handle the West Asian and North African businesses.
Nokia called the review process to create significant cost savings from its media buying, keeping in mind the ongoing economic correction. Carat is also believed to be have been awarded the account in a bid to step up Nokia’s digital activity.
Chris Leong, global head, marketing services, Nokia, said, “The appointment is in line with the company’s expansion into mobile services. We want to evolve our touch point strategy and elevate our digital capabilities and Carat was best able to do that.”
Leong said that the company wanted “an engagement platform where consumers can have a dialogue with us. Digital is a key part of that and retail remains a key touch point.”