Nokia wants to be "the most loved and admired"

Nokia has split its $300 million advertising initiative in two: One account for creative and creative strategy and a second for network distribution. WPP Group's JWT, Wieden & Kennedy and Mother are bidding on the creative side. JWT, Grey Worldwide, DDB Worldwide and Bates are going after the network distribution side. Nokia plans to make a decision by mid-year as to who will make the brand "the most loved and admired, iconic brand by people around the world." While Nokia is the worldwide market leader for mobile handsets, it lags in the U.S. The company reportedly spent $49 million on advertising and branding in the U.S. last year.

For more on Nokia's advertising plans:
- see this report from RCR News