Leo Burnett has won the multi-million pound task of launching the
Finnish telecommunications company, Sonera, across Europe.
Sonera has held talks with several London agencies over recent weeks
including Saatchi & Saatchi, Ogilvy & Mather, TBWA GGT Simons Palmer and
Doner Cardwell Hawkins. Grey, which holds the Sonera account in Finland,
was unable to pitch because of conflict with its Nokia business.
Sonera, formerly Telecom Finland, specialises in enhanced services for
mobile phone users, including e-mail access via a mobile phone and
personalised content such as stock quotes and messaging.
The agency’s task will initially be to increase the brand’s presence
across Europe, although Sonera is also planning to launch in the US. It
recently acquired a 9.1 per cent stake in the US operator, Powertel, for
dollars 122.7 million. At the end of June this year, Powertel had
382,000 mobile customers. Both operators use a wireless digital
technology called GSM, or Global Systems for Mobile Communications.
Finland is widely regarded as the most advanced wireless market in the
world because of the nation’s rapid rate of growth in the cellular
subscriber field and the early adoption of value-added services.
Nick Brien, chief executive at Leo Burnett, confirmed the win but was
unable to comment any further.
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