HMD signs €90 million global PR deals with Essence and Mindshare

CampaignLive reports that HMD Global, the exclusive Nokia brand licensee, signed global PR deals with Essence and Mindshare worth €90 million. Essence will take over social media accounts like Facebook, while Mindshare will have responsibility for local planning and buying, offline media and some digital media as well. This global deal covers about 50 markets.

Mother” remains the Lead Global Agency for HMD, and we also reported that Exertis and Marvel will cover the distribution of new Devices in many markets in Europe, Asia and the Middle East.

HMD pledged to spend €500 million on marketing and promotion of the new Nokia Devices in the first 3 years of operations. Down below, you can read more about Essence and Mindshare from their official websites.

Essence is a vibrant and creative full service PR and Communications agency based in Shoreditch, London, and specialises in the beauty, food, drink and lifestyle sectors. Recognising the importance of building strong relationships with our clients, we are committed to delivering strategic and creative communication solutions, with a tailored approach to reach all relevant audiences.

Mindshare PR has 15 years of success in developing integrated media relations, analyst relations and social media programs to raise awareness and increase knowledge of B2B technology companies’ products, services and core IP, driving achievement of their business goals. We help companies rise above the noise, creating meaningful discussions with industry influencers to drive growth. We communicate consistently and clearly with clients, provide measurable results and always deliver clear and actionable strategy, impactful analysis and flawless execution. Mindshare PR views success as awareness and education that drives concrete business outcomes through sales, integration, investment or acquisition. We develop and deliver communications programs that drive clients’ success by steadily increasing mindshare in the marketplace.


  • Michael

    You guys know I’m upset about the current state of HMD PR for the Nokia brand. Here is something interesting per your company links above:

    See anything missing from their current or past clients?

    If HMD is a client and the Nokia Brand is the product, HMD or Nokia missing from that listing shows a complete lack of respect and attention to detail.

    Not sure the Angry Birds CEO was the best guy to bring back the Nokia Brand.

    What do you guys think? Am I being irrational and should give them time or is it getting time to be a bit concerned with efforts. Not often you get a second chance (or really third chance) to make a first impression and so far I am completely unimpressed.

    • Yep, they seems to be slow in updating its pages. Well, I’m also a bit concerned with the PR of HMD Global. Not everything is working as it should and whole the PR are doing portals not the PR agencies.
      We’ll see how it goes in the next year.

      • Michael

        Well, I just blasted off emails to Noka, HMD as well as Essence and Mindshare. Doubt I’ll get anything back. It’s my 4th to Nokia and 3rd to HMD. Still, I feel like I need to voice my investor concerns, not just vent on public forums. 🙂

        • I’ve been trying to contact them but with no luck. Can you imagine that I still cant get Nokia phones for a review. And I couldn’t even buy them until recently.

          Now it is already too late for a review of the Nokia 6, or 5 and 3 for that matter.

          • Michael

            That’s ridiculous and a prime example of where they are failing in areas where they can do very cost effective (i.e. cheap) marketing. It’s very annoying.

            I’ll keep your request in mind on my next email to Nokia/HMD 🙂 Not that my bringing it to their attention will help (although, who knows!), but as another example of where HMD is failing with their marketing.