Nokia / HMD Global was looking for a media strategy for their handsets that not only worked its media dollars more efficiently but also optimises data, especially given its plans to sell the phones directly to consumers.
Nokia / HMD were looking for support in transforming their global marketing operations across 7 global regions, multiple agencies, and disparate buying platforms.
Working with their global HQ to identify opportunities to consolidate and streamline workflows, we created a roadmap around several key transformation milestones, which included the following:
Embedding media/digital talent at global HQ
Programmatic, SEM, and paid Social media buying audits
A path to in-housing digital media buying with hmd owned platforms
Consolidation of annual digital media strategy across regions/agencies
Creation of a centralised service and support desk for regional troubleshooting
Within the first 9 months of our engagement, we delivered on all key transformation milestones. This uncovered countless insights across the org, including opportunities for significant savings across several regions and platforms,
By streamlining their operating model to enable marketing leadership to shift their focus away from business as usual, we freed up time to focus their energy on transformation.
“Nokia wants to get down to the nuts and bolts of what is generating business and where they should put their bets,” says Paul Frampton, president of Control v. Exposed.
Since Control v. Exposed’s appointment over summer 2019, Nokia handset marketers have been moving toward a hybrid agency model whereby work is split between its own marketers and Control v. Exposed. This way they get the best of both worlds: control aspects of media buying they deem most valuable such as the contacts with technology vendors like demand-side platforms and the subsequent data they generate — while retaining media specialists they can call on as a variable cost.
HMD Global wants a media strategy for their handsets that not only works its media dollars harder, but also optimizes data, especially given its plans to sell the phones directly to consumers.
Read more in Digiday
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