Grey on alert as Nokia calls ad review

Nokia's UK advertising agencies have been put on alert as the handset manufacturer reviews its £175 million global advertising business.

Its main roster agency Grey has been asked to repitch for the business, and it is thought that a number of other network agencies have also been approached.

The review is part of a global re-evaluation of its brand and strategy that will see Nokia put emotional engagement at the heart of its brand communications. In June last year, Campaign reported that the Finnish company was in the early stages of talks with agencies as it instigated a benchmarking exercise.

The re-evaluation has also recently sparked activity on the handset manufacturer's business. Last week, it was revealed that the company is reviewing its global below-the-line marketing account in support of its new brand positioning. It has already approached a number of UK DM agencies with a tender to handle its pan-European point-of-sale business.

It also emerged last week that Wieden & Kennedy London secured a place on the company's global roster, when it picked up a brief promoting the global roll-out of its concept stores. It won the business in a shoot-out against Grey.

This was preceded in November last year by the Engine Group being awarded a global advertising brief to create a business-to-business corporate campaign for Nokia Siemens Networks - a joint venture between the two brands.

The WPP-owned Grey handles the lion's share of the Nokia business, which is worth around £14 million in the UK, and works across three of Nokia's four divisions. These are: mobile phones, enterprise solutions and networks.

Lowe was appointed to the roster in January 2005 by the mobile phone manufacturer's multimedia division to create advertising and other communications for Nokia's launch of its Nseries products.