Motorola signs up for year's sponsorship of ITV1 movies

LONDON - Mobile phone manufacturer Motorola has signed as the sponsor of ITV1's movie presentations for the next year.

The deal follows a series of shorter-term deals between Motorola and ITV1 that began in October 2002 when Motorola signed to sponsor an autumn season of films.

Motorola, which had also backed ITV1 films in 2003 after renewing its short-term contract, will use the sponsorship to build brand awareness and support key product launches.

The deal was agreed between Motorola's agency Sponsorvision and Andy Thompson, head of sponsorship at Carlton. Sponsorvision has created creative for the sponsorship after a pitch for the business.

Creative features a series of 'My MotoMovies', short films created by people on their own mobile phones.

Mischa Alexander, partner at Sponsorvision, said: "The increasing ability of Motorola's new phones to record or playback video clips literally opens up moviemaking for phone users. It also allows us to create a strong on-air link between Motorola and ITV Movies."

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