Motorola to review its dollars 100m global account

By FRANCESCA NEWLAND, campaignlive.co.uk, Friday, 21 July 2000 12:00AM

Motorola, one of the world’s biggest mobile phone brands, is reviewing its estimated dollars 100 million global advertising account, which is held by McCann-Erickson.

Motorola, one of the world’s biggest mobile phone brands, is

reviewing its estimated dollars 100 million global advertising account,

which is held by McCann-Erickson.



It is understood that the company is talking to agency bosses in New

York about the business, but as yet no shortlist has been disclosed. No

news has emerged about the media account, which is held by Universal

McCann.



McCann-Erickson New York is the lead agency on the business, but

Motorola has been a big client for the network’s London office over the

past three years.



Last year it spent pounds 10.5 million in the UK, according to AC

Nielsen MMS.



It is understood that the review may include other aspects of Motorola’s

marketing communications. Leo Burnett has some of the company’s trade

advertising business, while Ogilvy Interactive is thought to be involved

with a new Motorola e-commerce assignment.



Barraclough Hall Woolston Gray was appointed to Motorola’s direct

business in 1998.



Motorola centralised its creative account into McCanns in 1997 as it

moved to create a more consistent global brand - following in the

footsteps of its main rivals Nokia and Ericsson. It hired Universal

McCann for its centralised media account shortly afterwards.



Since then it has turned into a massive global spender as it has battled

to maintain its share of the increasingly competitive telecoms

market.



In 1998 it unveiled a pounds 70 million global branding campaign using

the line ’Motorola gives you wings’ and the Rolling Stones song You

Can’t Always Get What You Want as a soundtrack.



McCann London has since produced the pounds 4.2 million campaign that

featured a tortoise enamoured of the Motorola v3688. The agency also

unveiled a pounds 5 million campaign earlier this month for the

v2288.



Amanda Fisher, Motorola’s consumer marketing manager for the UK, said

she was unaware of the review. She added: ’This kind of decision is made

in the USA. There is no news on a local level at the moment.’



This article was first published on campaignlive.co.uk

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