Siemens Mobile has hired direct and digital agency Spinnaker to develop a UK-specific marketing strategy, targeting both potential and existing customers.
The loss-making handset business has struggled recently, with analysts citing a lack of innovation and depth in its range as the main issues that need to be resolved.
Siemens is the fourth-biggest player in the handset market, with a share of about 7.2% and sales of 49.4m units last year, according to GFK Market Services.
The strategy, which will begin with a campaign supporting the launch of the SF65 camera phone, is intended to fend off advances by LG and a revitalised Sony Ericsson, which account for 6.49% and 6.2% of the handset market, respectively.
Charlie Mitchell, marketing manager at Siemens, said there was a need for the brand to back its launches this year by "communicating to current, and prospective, customers to develop a regular and meaningful dialogue" that will drive sales in 2005.
The campaign for the SF65 will include a range of data gathering initiatives, such as email and an interactive, viral game.
Spinnaker's remit will include helping to improve the company's image among the key youth market, who do not perceive it as being as "cool" as rival brands.
In December, parent company Siemens, the German industrial goods and telephones giant, awarded its global corporate image business to TBWA Worldwide.
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