Mediacom is one of the global roster agencies for P&G and the European Media Agency for Nokia Mobile Phones. Mediacom has worked closely with Nokia Business Development in identifying future revenue streams from mobil advertising, then taking those possibilities and developing partnerships for key initiatives. Through this work we became aware of the video capabilities in the next generation of youth telephones and the potential this unique advertising/media opportunity represented. Using our agency network we identified P&G Fine Fragrances Division as an advertiser that matched Nokia's target group for the Nokia 3650 in style and tonality. Then Mediacom's Nokia and P&G teams collaborated on identifying the correct fragrance, Hugo Dark Blue, and designing the strategy for capturing the results and ensuring success for both clients.