TBD Wins Nokia’s Digital Health Business

TBD has announced that it has been selected by Nokia as its new global agency to lead integrated marketing campaigns across the U.S. and Europe for its digital health activities. Marking the beginning of this new partnership, in early 2018 Nokia and TBD will launch a new campaign across traditional, digital, social, retail and experiential channels.

TBD will oversee strategic and creative development in bringing to life the Nokia digital health vision of making the world a healthier place by designing the world’s best ecosystem of connected digital health solutions. The independent agency will focus on raising awareness of Nokia’s innovative portfolio of products in the connected health category including the Steel HR activity tracker watch, Body Cardio Heart Health, Body Composition and Wi-Fi scale, Thermo smart temporal thermometer, BPM+ wireless blood pressure monitor and the Health Mate health tracking app.

“I am excited to confirm TBD as our global agency. We were looking for a true partner that shares our vision for this great brand and who could feel like an extension of our own team, and TBD is that fit,” said Rob Le Bras-Brown, global head of Nokia digital health. “As an entrepreneurial start-up, TBD demonstrated the agility, passion and commitment we are seeking and most importantly an extremely fresh, strong creative approach.”

“We couldn’t have dreamed of a better first client for our new agency,” said Jordan Warren, chief executive officer of TBD. “We designed TBD to serve companies that want to disrupt markets or themselves. Check. We want to work with brave, collaborative marketers who are looking for a partner beyond just advertising. Check. We want challenges that test our TBD philosophy and require a dynamic, agile approach. Check. What a great chance to put our vision into action working with wonderful people on a fantastic brand.”

Nokia’s storied history is rooted in a strong heritage of quality, accessibility, and design. Nokia carries on that tradition and looks to the future by showcasing its strides in technology and innovation. TBD sees this as an opportunity to not only establish the Nokia brand with consumers in a new and important category, but also to partner with a company that meshes with their own agency vision and values.

“We were impressed by TBD’s commitment to our vision and its level of sophistication, strategy and listening,” added Gemini Babla, Global Head of Marketing for Nokia digital health. “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.”

“At TBD we are committed to working with purposeful brands who are striving to make a difference in the world,” said Rafael Rizuto, TBD chief creative officer. “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.”

Mediasmith, also based in San Francisco, will be responsible for media planning and buying in the U.S. and Initiative will continue to handle media duties in Europe.