Nokia's troubles appealing to customers in the mobile space have prompted the company to rethink its marketing strategy.
Speaking to AdAge in an interview, Nokia chief marketing officer Tuula Rytila said that her company has come to the realisation that it's no longer "the leader in our industry". Therefore, Nokia can start acting "like a challenger".
"It's quite natural, and we're having a lot of fun with it," she told AdAge. "We want to be more bold in our approach, and [we want] a global brand, as well."
It's that element of becoming a global brand that could prove integral to Nokia's future. As Rytila noted, Nokia now wants to create a brand that can appeal to consumers in the US, Europe and emerging markets. In order to do so, Nokia is relying on "relevancy and emotion" to make its case to customers.
Nokia has been in deep trouble over the last few years, as Android continues to gain popularity worldwide. Nokia was once the world's most prominent device maker, but as shipments have slipped, it's giving way to Samsung. The company has partnered with Microsoft on Windows Phone to bolster its standing in the smartphone market, but it's still having trouble regaining its lost share.
To help with its marketing efforts, Nokia has tapped ad agency JWT to lead its strategy. Rytila has charged JWT with becoming "more daring" in its marketing efforts. She didn't say exactly how the agency will attempt to achieve that goal.