Motorola, one of the world’s biggest mobile phone brands, is
reviewing its estimated dollars 100 million global advertising account,
which is held by McCann-Erickson.
It is understood that the company is talking to agency bosses in New
York about the business, but as yet no shortlist has been disclosed. No
news has emerged about the media account, which is held by Universal
McCann-Erickson New York is the lead agency on the business, but
Motorola has been a big client for the network’s London office over the
past three years.
Last year it spent pounds 10.5 million in the UK, according to AC
It is understood that the review may include other aspects of Motorola’s
marketing communications. Leo Burnett has some of the company’s trade
advertising business, while Ogilvy Interactive is thought to be involved
with a new Motorola e-commerce assignment.
Barraclough Hall Woolston Gray was appointed to Motorola’s direct
business in 1998.
Motorola centralised its creative account into McCanns in 1997 as it
moved to create a more consistent global brand - following in the
footsteps of its main rivals Nokia and Ericsson. It hired Universal
McCann for its centralised media account shortly afterwards.
Since then it has turned into a massive global spender as it has battled
to maintain its share of the increasingly competitive telecoms
In 1998 it unveiled a pounds 70 million global branding campaign using
the line ’Motorola gives you wings’ and the Rolling Stones song You
Can’t Always Get What You Want as a soundtrack.
McCann London has since produced the pounds 4.2 million campaign that
featured a tortoise enamoured of the Motorola v3688. The agency also
unveiled a pounds 5 million campaign earlier this month for the
Amanda Fisher, Motorola’s consumer marketing manager for the UK, said
she was unaware of the review. She added: ’This kind of decision is made
in the USA. There is no news on a local level at the moment.’