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.