Nokia hires Agency Republic for music

Nokia has appointed Agency Republic to develop a global online music presence for the brand.

The agency triumphed in a three-way pitch against OgilvyOne and glue London in May. Heikki Tarvainen, Nokia's global director of mobile phone marketing, was in charge of the process.

Agency Republic will now be charged with developing an overall theme to link the brand with music worldwide, with a particular focus on China and the Far East. It will also create an online digital platform from which to manage the initiative.

Nokia has promoted its link with music since 1997, when it launched a phone with downloadable ringtones. Since then, it has associated itself with acts and events both in the UK and overseas, though it has yet to develop a global music strategy.

In Asia, it has just launched its new N91 music phone with a campaign that includes music events staged at a bar in Taiwan and a specially created cocktail. Last year, the handset manufacturer ran a series of summer music events in the UK promoting the break-through acts of the year under the "Nokia Raw" banner.

Nokia and Agency Republic declined to comment.

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