Nokia to revamp marketing strategy


Nokia yesterday announced that it will embark on a new global marketing strategy that will see it take on a role that only a few short years ago would have been unthinkable. Tuula Rytilä, the company’s chief marketing officer, explained to AdAge:

“For years we were the leader in our industry. When a leader is [at the top] for a long time, naturally they have more to lose and become more defensive. Now we actually get to act like a challenger. It’s quite natural, and we’re having a lot of fun with it. We want to be more bold in our approach, and [we want] a global brand as well.”

With the global brand, the Finnish company is hoping “to reignite the Nokia brand, bringing meaning, relevancy and emotion to the brand. Whatever messages we create need to resonate in the U.S., Europe, and emerging markets like China and India.”

Nokia will continue to work with the JWT creative agency with which it has been since 2007. In fact, JWT will now take on the new title of lead creative agency. “We’re confident that JWT can help us market our products in a manner that is bold, disruptive and, most importantly, resonates with consumers,” Rytilä said.

Maybe we will see more zombies in Nokia ads.

Sources : Nokia // AdAge