Motorola’s marketing chief has hit out at global advertising networks, saying they are too conservative and produce sub-standard creative work.
In an exclusive interview with Marketing Week, the mobile phone manufacturer’s chief marketing officer Geoffrey Frost (pictured) says using a mixture of creative hotshops is more effective than retaining a global network.
Frost has dumped WPP’s Ogilvy & Mather in favour of working with agencies, including 180 Amsterdam, on a project basis (MW May 12).
He says: “We are reconsidering how best to be a leading global brand and I’m not sure the traditional network agency model is what we need. There’s a general conservatism in the industry, particularly at international level. “Even the so-called quality creative agencies are not brilliant everywhere. If you want to be a truly innovative brand, you have to be innovative with the media you use. I think a combination of some of the more radical agencies is the future.”
Motorola appointed Omnicom’s BBDO New York to launch its ROKR phone in September, while 180 handled the launch of the PEBL.
Frost adds that Abbott Mead Vickers.BBDO will handle creative duties for Motorola’s new SLVR handset and says he will judge each agency on the work it produces.
“We’ve decided to retire from the media circus of agency pitches. I don’t believe in them,” he adds. “We’re working with various agencies on a test-drive basis to see how they do and how their work is.”