“We have appointed both Heartland and Universal McCann as our out-of-home agencies in mainland China,” said Yee Wee Koh, director of marketing, Nokia Greater China. “We do foresee, however, that the main part of the business will stay with the incumbent for the time being.”
Nokia is the second biggest spender on outdoor among China’s mobile phone brands, behind Samsung. According to CTR Media Intelligence,
it spent RMB108 million (US$15.8 million) last year on OOH media. In terms of overall adspend, Nokia’s expenditure is the highest of all handset manufacturers, according to Nielsen Media Research.
The review came as Beijing tightens restrictions on OOH in Beijing and Shanghai.
Nokia divides OOH with Universal hire
SHANGHAI - Challenger Universal McCann will share part of the Nokia China out-of-home media account with three-year incumbent Heartland, following a six-way pitch which included Kinetic, OMD, CMX and Dentsu.
