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HMD Global to focus Nokia development on growth regions outwith Europe as it hunts for local agencies

Nokia license holders HMD Global is understood to be seeking new creative agencies around the world as it aims to concentrate on regional sales growth across the likes of Africa and Asia.

The brand license for Nokia is held by Finnish company HMD Global, which chose Mother to handle its advertising duties back in 2016 following is acquisition of Microsoft Mobile. Its renewed strategy makes it likely Nokia will part ways with the independent agency.

When it was appointed, Mother was tasked with helping drive sales of Nokia phones and tablets around the world. However, The Drum understands the phone company is to take a different strategy; concentrating on growing regions outwith Europe and America.

The review is being spearheaded by HMD Global's B2C marketing director for phones, Anastasia Orkina. The company will aim to find local partners instead of running campaign development through one agency.

Mother, did not comment on the review at the time of writing. It's believed the creative shop will not be involved in the pitch since it doesn't have a presence in any of the targeted locales. Mother currently had offices in London, New York and Buenos Aires.

During its two years running the brand building strategy for Nokia, Mother developed several ad campaigns, most recently the TV spot ‘Best Friends’ (above) to promote the Nokia 7, Nokia 6 and the Android One which went live in February.

HMD Global also declined to comment on the review when approached.