“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