Nokia was thought to be close to shortlisting up to two agencies out of MediaCom, OMD and ZenithOptimedia, which presented strategic recommendations in Singapore at the end of last month. Universal McCann is thought to have withdrawn from the race.
Nokia has conducted a comprehensive review of agency capabilities since initiating the pitch three months ago, probing buying power, network strength, understanding of the marketplace and the calibre of people that would be assigned to the business. The review encompasses the whole region, including Japan and Australasia, with the massive Indian and Chinese markets at the core of Nokia's plans for Asia. The winning agency will handle media for each of Nokia's three business units, covering consumer and B2B communications.
The pitch marks the first review of the regional brief, currently held by ZenithOptimedia, in almost a decade. It is also regarded as a key measure of how well Nokia's European partner, MediaCom, can compete for sizeable accounts in Asia, now that it is backed with firepower provided by WPP's buying force Group M. WPP bought MediaCom's owner, Grey Global Group, last year.
Three-way struggle for Nokia media business
The tussle for Nokia's regional media business, carrying an estimated spend upwards of US$150 million, has entered its final stages, with a final decision expected by the end of the year.