Siemens’ new worldwide marketing chief has handed the company’s $100m (£70m) global mobile phone advertising account to Wieden & Kennedy (W&K) Amsterdam.
Siemens Communications Devices senior vice-president of marketing Ruud Krabbe is believed to have made the appointment four months after joining the company from the Swatch Group.
W&K Amsterdam pitched for the business against incumbent J Walter Thompson (JWT), Frankfurt; Die Brut, Offenbach; TBWA Worldwide and D’Arcy Worldwide, both Singapore-based.
It is understood JWT will continue to work on the account, adapting ads made by W&K for local markets.
Optimedia handles the UK media account. It is not known whether a review of Siemen’s media will take place.
Krabbe joined Siemens in June from Swatch, where he was brand manager. He spearheaded projects, such as the “Swatch Wave” and Calvin Klein watches, and was responsible for a team of 58 people. He previously worked for the Henkel Group Benelux as head of marketing services for detergents and cosmetics.
At Siemens Communications Devices, part of the German engineering giant, Krabbe is responsible for mobile phones, mobile organisers, cordless and corded phones and third generation (3G) devices. He is based in Munich.
Siemens is attempting to boost its position in the mobile phone market. It ranks first in Germany, but only sixth worldwide, trailing behind market leaders Nokia, Motorola and Ericsson.
JWT started a global TV and print campaign in May which used Siemens’ “Be inspired” strapline. Siemens signed a £3m sponsorship deal with the FA Premier League earlier this year (MW August 24) and sponsors Formula One motor-racing.