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Online Exclusive: Account Action

MOTOROLA DIGITAL AD ACCOUNT GOES TO FCBi

Work Includes Interactive and Relationship Marketing

By Published on . 0

SAN FRANCISCO (AdAge.com) -- Motorola, the No. 2 cell phone marketer, awarded the digital and relationship marketing portion of its estimated $100 million global account to FCBi, part of Interpublic Group of Cos.' Foote Cone & Belding, executives familiar with the situation said.
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The switch is the third move by Motorola this year to realign its marketing and media agencies.

Procurement optimization
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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