MOTOROLA HIRES 180 AMSTERDAM FOR BRAND ASSIGNMENT
Nature of Work Unknown; Spokeswoman Affirms Ogilvy AOR Status
MOTOROLA CMO MEETS WITH CREATIVE BOUTIQUE AGENCIES
Expected to Award Assignment Shortly; Impact on Incumbent Ogilvy Unknown
MOTOROLA REVIEWS INTERACTIVE PORTION OF GLOBAL AD ACCOUNT
OgilvyOne, Wunderman and Euro RSCG 4D Vie for Work
The switch is the third move by Motorola this year to realign its marketing and media agencies.
In March, Motorola called a review for its interactive marketing strategy, Web site development, online creative and relationship marketing as part of a procurement "optimization" project, said Benjamin Hill, senior director for Web marketing. Other contenders for the consolidated account included Havas' Euro RSCG 4D and two WPP shops, OgilvyOne and Wunderman.
In February, before calling the review, Motorola moved its U.S. media responsibilities from Interpublic's Universal McCann to Aegis Group's Carat. Universal continued to buy media for Motorola globally. In April, following months of speculation, Motorola hired independent 180 Amsterdam for an undisclosed branding assignment. Motorola's chairman-CEO, Ed Zander, however, has told Wall Street the company's major positioning is based on the notion of "seamless mobility."
Ogilvy & Mather status
The account activity has promoted speculation that Motorola's agency of record, WPP Group's Ogilvy & Mather, is losing its grip on the marketer's $100 million account. Motorola executives, however, repeatedly have endorsed Ogilvy as the company's agency of record.
In 2004, Motorola held a 17% market share, behind No. 1 Nokia's 31%. It continues in a tight race with the No. 3 company, South Korea's Samsung Electronics, which has a 14% and growing share of the market, according to Strategy Analytics.
A Motorola spokeswoman said she expected an announcement of the new firm would be made internally later today. Until then, she declined to confirm FCBi's victory.
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James B. Arndorfer, Matthew Creamer and Lisa Sanders contributed to this report.
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