Motorola, Schaumburg, Ill., named Ogilvy & Mather Worldwide, New York, to handle its consolidated $400 million global account. The other finalists were fellow Motorola roster agencies Leo Burnett USA, Chicago, which handled Motorola's semiconductor business, and McCann-Erickson Worldwide, New York, which was responsible for consumer products within the Personal Communications Sector. Of the three Motorola shops, Ogilvy held the least business, with its OgilvyOne interactive unit working on a strategic consulting assignment. Ogilvy CEO Shelly Lazarus led the pitch that won the coveted account, leading the charge as far back as March, well before a formal review came to light. Motorola's brief called for a global marketing approach that would showcase the technology company's leadership in personal communications, computing and consumer electronics; broadband communications; integrated electronics and smart components; network Internet solutions; semiconductors; and the commercial/government sector.
Geoffrey Frost, VP-director of global consumer communications for Motorola's Personal Communications Sector, earlier told Advertising Age he was searching for an agency that could deliver "nothing less than a world-changing brand idea." He said he expected the global ad budget to top $400 million next year but declined to say by how much.
Mr. Frost, who joined Motorola more than a year ago after leading brand strategy and advertising at Nike; Jocelyn Carter-Miller, chief marketing officer at Motorola; and Rich Foss, VP-director of global brand strategy briefed the three agencies in late July.
McCann had handled the largest portion of Motorola's advertising, which it has had since 1997 and which was worth about $100 million. Earlier this year, McCann employed free-lance creative director David Fowler to work on a campaign for the client. After Mr. Fowler finished a brief tour of duty there, he took a full-time job at Ogilvy as North American creative director, which led to speculation account would be moving to Ogilvy. An Ogilvy spokeswoman said Mr. Fowler is currently working on the BP account at the agency and will not be involved with Motorola.
Copyright September 2000, Crain Communications Inc.