TBWA Germany powers Siemens cell phone

Siemens Mobile has entrusted TBWA Germany with the Europe-wide launch of a new cell phone. According to reports in the German trade press, the agency won a pitch against Wieden+Kennedy in Amsterdam, the lead agency for Siemens Mobile Phones, as well as Red Cell in Düsseldorf and Mother in London. The new cell phone, which has an integrated camera, will be officially presented in September and will go on sale at the end of the year. The advertising budget for the launch is estimated at 60 million euros.