Motorola appoints Barraclough Hall to handle direct work

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 threatened by 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 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.’