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
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
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.