Finnish start-up HMD Global selected ‘Mother’, UK’s largest independent advertising agency, as the Lead Global Agency for Nokia-branded devices. Nokia licenced ‘the Nokia brand’ to HMD Global for a period of 10 years for usage on smartphones and tablets.
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HMD’s Chief Marketing Officer (CMO) Pekka Rantala, who is an ex-Nokian and was Rovio’s CEO, said:
“Nokia is a truly iconic, globally recognised and trusted brand. As the exclusive licensee of the Nokia brand for mobile phones and tablets, our ambition was to find a like-minded agency who grasped both the opportunity and responsibility in bringing a new product range to market. We are confident that in Mother we have found a partner who can help us do so for a new generation of consumers around the world.”
Mother’s Robert Savilee added:
“We are thrilled to be working with HMD Global as it begins this exciting new chapter for Nokia branded mobile phones.”
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As adweek.com found out, Mother’s first global launch campaign for the upcoming Nokia Android smartphones is expected to roll out in 2017, ‘followed by a series of product launches over the course of the remainder of the year’.
This means that we won’t see new Nokia-branded smartphones before 2017. The launch of new smartphones could happen at MWC 2017, as we found out that both Nokia and HMD will be there.