The Germany-based company has briefed a number of media networks ahead of a review later this year. The pitch is expected to include the core Siemens mobile phone and electronics business and may also extend to other areas such as IT solutions and financial services. Siemens' entire global media spend is thought to be worth £80 million.
Optimedia handles the bulk of the Siemens business in the UK, where it spent more than £5 million last year. The Optimedia subsidiary Connexus negotiated sponsorship of the ITV gameshow Ant & Dec's Saturday Night Takeaway for Siemens Mobile Devices last week. Optimedia also handles elements of the Siemens' business in a number of other territories, including France, Argentina, Australia and Germany.
News of the review comes less than a month after the group chairman and head of Siemens' cellular arm ICM, Rudi Lamprecht, called for a new marketing strategy closer to the activity of Unilever and Coca-Cola. He vowed to move the mobile phone unit's budgets from research and development to marketing, in the search for a global brand.
Last November, McCann-Erickson ousted J. Walter Thompson from the international account for Siemens Mobile Devices. McCann's business-to-business division subsequently picked up the account for Fujitsu-Siemens.