Nokia to up retail and digital spend in new strategy

Nokia is set to increase digital and retail spend as it looks to transform its marketing strategy to broaden the emotional appeal of its products.

Nokia Lumia

The challenger mobile company says the renewed focus on online, social media and experiential store demonstrations will showcase the “unique capabilities” of its devices in places where consumers are often searching for information before making their final purchase decisions.

The company, which has spent a considerable amount on above the line marketing since the launch of its Lumia smartphone range in 2011, has appointed JWT to its global advertising account. JWT has been the company’s global activation agency since 2007, but has now been briefed to come up with a creative idea that embodies the brand and appeals to consumers’ emotions.

The appointment was made by Tuula Rytilä, Nokia’s chief marketing officer, who says JWT will help the company market its products in a manner that is “bold, disruptive and, most importantly, resonates with consumers.”

A Nokia spokesman adds while the company has many attributes which appeal to its “rational nature” – such as “quality”, “trust-worthy”, “ethical” and “innovativeness” – the company wants to evoke a stronger emotional response to the brand.

Nokia recently reshuffled its UK marketing team, with Adam Johnson currently the lead marketer in the region.

Nokia has a 14.8 per cent share of the entire smartphone market, behind only Samsung with 23.6 per cent, according to Gartner figures for the first quarter. It is, however, struggling to compete in the smartphone segment.

In the UK, for example, Nokia has just a 7.3 per cent share of the smartphone market, according to comScore. This is behind – starting with the lowest-ranked first – BlackBerry, HTC, Apple and Samsung.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here