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Vertu hires Initiative Media for global task.(Vertu Ltd.)(Brief Article)
Vertu, the luxury goods brand launched by Nokia, has appointed Initiative Media as its lead global agency.
Initiative's appointment, which will include working across several European countries as well as the UK, comes as Vertu launches a range of luxury mobile phones.
Vertu, which began the search for a media agency last year, has also appointed Mediaedge:CIA to work in key Asian markets. It is not known what Vertu's creative arrangements will be, but it may not appoint a creative network, relying instead on work from smaller agencies.
Nokia announced the launch of Vertu in January with a separate management team. Its first product is a mobile phone cased in platinum with a crystal screen and high quality sound.
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