Motorola appoints agency as mobile phone competition heats up

- 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.

- 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 under threat from household names such as Sony and Panasonic.

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 like Motorola 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 big marketing budgets.

Barraclough Hall's first assignment is expected to involve a pan European initiative for the company's cellular, paging and two-way radio products, of which it claims to be the world's largest supplier.

The latest marketing offensive is the result of a global restructuring of Motorola's communications business under a single brand name. Its aim is to build a more coherent structure while bringing the company closer to its customers.

In May, Motorola unveiled its first brand advertising in its 70 year history with a £70 million global TV campaign through McCann-Erickson under the themes "Motorola gives you wings" and "Motorola enables you to take your world with you".



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