HMD Global Selects Mother as Lead Global Agency for Nokia

By Erik Oster 

HMD Global, the Finnish company founded this past May with the purchase of Microsoft Mobile to launch the next generation of Nokia phones, has selected Mother as its lead global agency, following a review which saw the agency beat out undisclosed competitors.

“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,” HMD Global CMO Pekka Rantala said in a statement. “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.”

“Nokia is a brand that is known and loved all over the world,” added Mother founding partner Robert Saville. “We are thrilled to be working with HMD Global as it begins this exciting new chapter for Nokia branded mobile phones.”


Mother’s first work for the brand, a global launch campaign for the next generation of Nokia smartphones, will roll out in 2017, followed by a series of product launches over the course of the remainder of the year.

Mother’s New York office added three new hires to its creative department in September and swiped CCO Corinna Falusi from Ogilvy & Mather last month. Recent work from the office includes “The Mom and Dad Bods Anthem” for online organ donation registry Organize and “Real is Rare” for the Diamond Producers Association. Mother London launched “The History of Sebastian Artois” for Stella Artois in March and “Wonderful Life” for IKEA the following month.