Nokia plans branding drive to reverse sales slide

Carter, Ben
September 2004
Marketing (00253650);9/22/2004, p1
Trade Publication
This article reports that Nokia Corp. is developing a global brand advertising campaign, the first in its history-to reverse a sales slump that has seen its market share fall from 40% to below 30% for the first time. Grey Worldwide, Nokia's consumer ad agency, is expected to take a lead role in the campaign, although it is understood that Nokia has considered opening up the brief to other networks. Nokia's advertising has primarily been product-led. But the recent poor performance by its mobile phone business, which saw a 4% year-on-year drop in sales to £ 8.4bn in the first half of 2004, has forced it to reevaluate its brand strategy.


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