Nokia has tremendous respect and brand recognition worldwide. But its U.S. sales have lagged considerably behind how it does around the globe, where it holds the number one position.

In what could be a turning point for the brand, not to mention a strategy update in the wake of the iPhone, Nokia just signed a new $300 million deal with ad agency Wieden & Kennedy.

AdAge frames the deal like this: "The move comes as mobile-phone sales in the U.S. could shift dramatically with the introduction of Apple's iPhone. Not only does the iPhone combine iTunes, photos and internet capabilities, but the computer company has taken the reins away from the telecom companies, in this case AT&T, in dictating the terms of the sale of the phone."

It would be nice if that turns out to be true. Most of us rank the cell phone purchase process somewhere between "getting our driver's licenses renewed" and "80's-style root canal."

Nokia Hands $300 Million Creative Account to Wieden [AdAge]