Motorola, the mobile phones manufacturer, has assigned its direct
marketing to Barraclough Hall Woolston Gray as part of efforts to ward
off threats from better-known rival brands.
The move reflects a greater emphasis on relationship marketing by the
company, which dominates the market along with Nokia and Ericsson but
whose fortunes are threatened by household names such as Sony and
Barraclough Hall, which took the business after a pitch against another
undisclosed agency, has been briefed to analyse Motorola’s customer
database prior to initiating direct marketing programmes.
Direct marketing has always been difficult for mobile phone
manufacturers which are distanced from their potential customers by
retailers, networks and service providers.
But Motorola bosses are desperate to protect their position in a market
poised to become more competitive with the arrival of well-known names
with substantial marketing budgets.
Barraclough Hall’s first assignment is expected to involve a
pan-European project for Motorola’s cellular, paging and two-way radio
products, of which it claims to be the world’s biggest supplier.
The marketing offensive is the result of a global restructuring of
Motorola’s communications business under a single brand name.
In May, Motorola unveiled the first brand advertising in its 70-year
history with a pounds 70 million global TV campaign through
McCann-Erickson under themes including: ’Motorola gives you wings.’