Nokia was once a top player in its category, but after years of watching its sales and market share slip, the mobile phone giant is finding itself in a new role: the underdog.
The company says its committed to embracing that position with a new global brand strategy, bolder creative and an expanded relationship with its creative agency, JWT, according to Nokia CMO Tuula Rytilä.
"For years we were the leader in our industry," she said. "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."
The overarching goal is "to reignite the Nokia brand, bringing meaning, relevancy and emotion to the brand," she added. "Whatever messages we create need to resonate in the U.S., Europe, and emerging markets like China and India."
The company has worked with WPP's JWT for creative work since 2007, but as part of its new strategy, Nokia expanded the shop's scope of work to include a global brand component, according to Ms. Rytilä. The agency also will assume the new title of lead creative agency.
The new lead agency role signals a reversal of Nokia's decision to do away with its "agency of record" model -- a decision that came under former marketing chief Jerri Devard as the company parted ways with its creative AOR Wieden & Kennedy in 2011. Since Wieden has been out of the picture, the company has been working with JWT and a number of small agencies on a project basis.