Nokia to increase digital spend in a bid to connect with consumers' emotions

In a move to connect with consumers on more of a personal level, Nokia has announced it will be re-jigging its marketing focus to concentrate more heavily on its online and social media presence.

 JWT, the company’s global activation agency since 2007, has been asked to come up with a new strategy that will stay true to Nokia’s ambitions, whilst also appealing to consumers.

Tuula Rytilä, Nokia’s chief marketing officer, said: “In many ways, we’ve changed the way we market Nokia and our products. At the core of the Nokia brand are attributes such as quality, innovation and relevancy. We are excited to collaborate with JWT and come up with new and creative ideas that embody the Nokia brand and broaden the emotional appeal of our products.”

Bob Jeffrey, JWT Worldwide Chairman and CEO, commented: “We are delighted to strengthen our long-standing relationship with Nokia. This is an extraordinary time for the brand. Not only is the industry fast-paced and highly competitive, but consumers are constantly changing how they communicate. We are eager to get started in creating disruptive communications that help breakthrough and reassert Nokia as an innovator that improves people’s lives.”

Nokia’s new strategy is part of a plan to improve its current 7.3% share of the smartphone market, a figure that trails behind giants such as  BlackBerry, HTC, Apple and Samsung.