O&M Worldwide picks up $400m Motorola brief

Ogilvy & Mather Worldwide has snatched Motorola’s $400m (£284m) consolidated global advertising from fellow Motorola roster agencies McCann-Erickson Worldwide and Leo Burnett.

Ogilvy & Mather Worldwide has snatched Motorola’s $400m (£284m) consolidated global advertising from fellow Motorola roster agencies McCann-Erickson Worldwide and Leo Burnett.

Motorola is now carrying out a global media audit. Until this is complete, the media account will remain with Universal McCann.

The business spans consumer and business communications products from mobile phones to computers, electronics and semiconductors.

McCann New York had been responsible for consumer products in the company’s personal communications sector for the past three years. The agency created Motorola’s first branding campaign, “Motorola gives you wings”, in 1998.

Leo Burnett, Chicago handled the company’s semiconductor business and O&M handled the smallest Motorola business of the three shops: its interactive unit, OgilvyOne, worked on a strategic consulting assignment.

Motorola’s vice-president of global consumer communications, Geoffrey Frost, oversaw the review, which began in July – as exclusively revealed in Marketing Week (MW July 20).

Frost joined Motorola over a year ago from Nike, where he was director of brand strategy and advertising.

Frost put out a brief to the agencies to create a coherent brand message across all of Motorola’s businesses.

Motorola chief marketing officer Jocelyn Carter-Miller says: “The One Motorola concept capitalises on a brand potential that is far greater than the sum of its parts, and by consolidating our creative efforts into a single agency, we can leverage our brand value more effectively.”

O&M is expected to air its first work for Motorola before Christmas.

Motorola has agreed to increase its investment in OpenTV to 5.4 per cent by buying about 1.89 million shares in the company, held by News America Incorporated – an affiliate of News Corporation.

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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