Nokia Health Names TBD as Global AOR

By Erik Oster 

Nokia Health has selected San Francisco-based TBD as its global creative and strategic agency of record, following a review, tasking the agency with leading integrated marketing campaigns for its digital health services across the U.S. and Europe.

San Francisco-based Mediasmith will handle media buying and planning duties for the brand in the U.S., while Initiative will continue to handle these responsibilities in Europe.

TBD was launched in October by former 180LA executive creative director Rafael Rizuto, innovation strategist Virginia Wang and Argonaut founder Jordan Warren, based on a philosophy of “continual evolution.”


“We were impressed by TBD’s commitment to our vision and its level of sophistication, strategy and listening,” Nokia Digital Health global head of marketing Gemini Babla said in a statement. “In a short amount of time, TBD showcased a great understanding of our products and values by presenting thoughtful and impactful creative that resonated with our team. Culturally we are in the same place and immediately felt like partners.”

TBD’s first assignment for the brand will be a cross-channel campaign launching in early 2018.

“At TBD we are committed to working with purposeful brands who are striving to make a difference in the world,” TBD chief creative officer Rafael Rizuto said in a statement. “We’ve spent a lot of time crafting our vision as an agency so that we aren’t ‘just another agency’ and I couldn’t be more thrilled to see this coming to life with an iconic brand like Nokia in such a relevant category as digital health.”

“We couldn’t have dreamed of a better first client for our new agency,” added TBD CEO Jordan Warren added.