Motorola to review its $150m global business

Mobile phone manufacturer Motorola is reviewing its $150m (£100m) worldwide advertising arrangements.

Motorola’s creative $100m (£63m) advertising account has been held by McCann-Erickson for the past three years. The account is run out of McCann-Erickson Worldwide, New York.

But the review is believed to encompass more than the creative advertising account, and it is expected to include all of Motorola’s brand communications.

Leo Burnett works on some of Motorola’s trade communications work and Ogilvy Interactive on its new media business.

Motorola – the world’s number two mobile phone brand, after Nokia but ahead of Ericsson – appointed McCann in August 1997 to its worldwide account. Universal McCann handles the media.

It was the first time the brand had centralised its marketing efforts into one agency. Motorola had previously used agencies such as J Walter Thompson in the US and Partners BDDH in the UK.

The creative centralisation into McCann-Erickson coincided with a decision to unify the brand message after Nokia and Ericsson had done the same.

In April 1998, Motorola launched a £70m campaign through McCann – the first brand advertising campaign in the company’s 70-year history. The global TV campaign “Motorola gives you wings” was backed by the Rolling Stones’ classic song “You can’t always get what you want”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here