Online Exclusive: Account Action

MOTOROLA HIRES 180 AMSTERDAM FOR BRAND ASSIGNMENT

Nature of Work Unknown; Spokeswoman Affirms Ogilvy AOR Status

By Published on .

SAN FRANCISCO (AdAge.com) -- Motorola has hired Netherlands ad agency 180 Amsterdam for an undisclosed brand assignment, according to executives familiar with the situation.
The nature of the branding assignment Amsterdam 180 received is not currently known.
Related Stories:
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

Ogilvy impact
One of those executives said 180 Amsterdam's assignment does not impact Ogilvy & Mather's position as agency of record on the overall advertising account.

A Motorola spokeswoman declined to comment on the 180 Amsterdam assignment but affirmed that "Ogilvy continues to be Motorola's worldwide advertising agency."

Third agency change
The move is the third change Motorola has made in recent weeks among its ad agencies. In March, it put the digital and relationship marketing portion of its estimated $100 million global account into review. Executives said the move originally was made as part of an internal corporate-wide efficiency project. The three agencies participating in that review are WPP Group's OgilvyOne and Wunderman, and Havas' Euro RSCG 4D.

In February, Motorola moved its U.S. media account to Aegis Group's Carat, from Interpublic Group of Cos.' Universal McCann.

The assignment to 180 Amsterdam follows a tour of Europe by Geoffrey Frost, chief brand officer, senior vice president and chief marketing officer of Motorola's personal communications sector.

Prior relationship
Four of the six founders of 180 worked with Mr. Frost when he was head of marketing at Nike. The 180 Amersterdam executives -- Guy Hayward, CEO; Alex Melvin, chairman; and Peter Cline and Chris Mondala, managing directors -- worked in the Amsterdam office of Nike's longtime agency, Wieden & Kennedy, until leaving to work on rival Adidas' ad account. 180 Amsterdam shares the Adidas business with Omnicom Group's TBWA/Chiat/Day, San Francisco.

TBWA handles the Apple Computer advertising account out of its Playa del Rey, Calif., office. Motorola and Apple, incidentally, have been planning for an iTunes compatible phone.

Recently, there was talk TBWA was trying to buy the Dutch hotshop.

Most Popular