Motorola is understood to have appointed Dutch agency 180 Amsterdam as the lead creative agency for its European advertising business.
The mobile phone giant has a global ad spend in excess of $400m (&£212m) and the account is worth &£7.4m in the UK alone.
It is unclear where the decision leaves Ogilvy & Mather (O&M), which has been the telecommunications company’s main global agency since 2000, although it is thought O&M will retain some part of the business.
However, recent Motorola campaigns run across Europe have originated in the US. It is not known if the latest appointment signals a significant change in this approach or a change in the company’s overall advertising strategy.
A Motorola spokesman in the US says: “Our relationship with O&M is that it is still our agency of record.”
O&M Worldwide snatched the consolidated global account for Motorola from fellow roster agencies McCann-Erickson Worldwide and Leo Burnett in 2000 (MW September 21, 2000).
Earlier this year, the digital marketing division of the global account was put out to tender with Euro RSCG 4D, OgilvyOne and Wunderman all pitching for the business. In 2004, the US media account was switched from Carat to Universal McCann.
The decision to appoint 180 Amsterdam does not affect Universal McCann.