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.
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.”
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.