Leo Burnett sees off two to relaunch the Motorola microchip

Leo Burnett has picked up the worldwide task of re-launching Motorola’s microchips as a rival to Intel.

Leo Burnett has picked up the worldwide task of re-launching

Motorola’s microchips as a rival to Intel.



Burnetts beat FCB San Francisco and Bozell Worldwide to land the

business, which is estimated to be worth around dollars 35 million

globally and dollars 9 million in Europe. Details of how the account

will be run have not yet been finalised but the London office, which

headed the pitch strategically, is likely to take control of all

European campaigns.



Motorola is better known for its mobile phones than its microchips but

it is a major producer and supplier of semiconductor technology in

applications ranging from toasters to satellites. Its closest rival, the

US group, Intel, dominates the microchip industry and has recently

raised its profile through an advertising campaign by Euro RSCG DSW in

Salt Lake City, Utah.



Motorola’s semiconductor division underwent a reorganisation earlier

this year, streamlining its worldwide management and setting up a

central marketing division at its headquarters in Phoenix, Arizona.



This unit is expected to steer the group’s drive to get its brand more

widely known.



Neil Cassie, Burnetts’ regional director of planning in Europe, led the

strategic pitch. He said that Burnetts’ job now was to create a consumer

campaign in conjunction with manufacturers and retailers of products

that use Motorola chips.



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