Motorola kicks off global review

campaignlive.co.uk, Wednesday, 19 July 2000 12:00AM

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

- Motorola, one of the world's biggest mobile phone brands, is reviewing its estimated $100 million global advertising account, currently 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. As yet 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 £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 share in the increasingly competitive telecoms market. In 1998 it unveiled a £70 million global branding campaign using the line "Motorola gives you wings" and the Rolling Stones' "You Can't Always Get What You Want" hit as a soundtrack.

McCann London has since produced the £4.2 million campaign which featured a tortoise enamoured by the Motorola v3688. The agency also unveiled a £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, but added: "This kind of decision is made out of the USA. There is no news on a localised level at the moment."



This article was first published on campaignlive.co.uk

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