Nokia, New York appoints Carat
19 Jun 2009
Nokia, New York has confirmed that it has selected Carat, part of Aegis Group, as its new lead global resource for media planning and buying duties.
Estimated global ad spending by the client is $500 million.
According to market research agency Nielsen, Nokia of late has struggled to sell phones in the U.S, and it spent less than $10 million on domestic ads in each of the past two years.
The decision came after a review that included Carat and Publicis Groupe's Zenith Optimedia. The incumbent was WPP's MediaCom.
Nokia was looking for a partner that offered digital media excellence to accelerate Nokia's move into solutions marketing.
Carat's assignment covers all countries in which the telecom giant markets its products.
The transition will be completed in the majority of regions in the third quarter of 2009, with the exception of India and Middle East/North Africa, which have an extended transition period.