Ms. Fitzpatrick, VP-director of global marketing, has taken the lead in Motorola's move to link its brand with music, spearheading a three-year, $75 million global deal with Viacom's MTV. The wide-ranging package includes Motorola handsets with MTV content ranging from gaming to promotions giving away screensavers and ring tones with the work of MTV artists. MTV Networks in Europe sponsored live concerts dubbed "MTV Motomash," and additional global events are on the way. Other aspects of the deal include text messaging and concert information.
"It's a 360-degree solution," says Ms. Fitzpatrick. She believes her big contribution has been in helping nudge the consumer to the forefront of Motorola's corporate culture.
Ms. Fitzpatrick, who just turned 47, has the credentials for her international position with its heavy travel schedule. Recently, she drove to her wedding up the Pacific Coast Highway from Los Angeles in a red Rolls-Royce Corniche, but previous treks have been less luxurious. She once took a Greyhound bus trip across the U.S., and in the early 1980s, she took off for Asia "with no job, no contacts and very little money."
Stephen Zammarchi, president-CEO of WPP Group's Wunderman, Chicago, one of Motorola's shops, says Ms. Fitzpatrick's agency background helps her turn tech talk into marketing talk. "She wants to see great work produced and knows how to get the best out of agencies."
In her position at Motorola, Ms. Fitzpatrick is plotting further expansion into the music space, soon to be going head to head against Apple Computer's popular iPod. Her strategy is to build more alliances with music labels and other platforms.
"It will be about alliances and partnerships ultimately," Ms. Fitzpatrick says. "One thing we know is it's all about wireless and seamlessness. At the end of the day, we are an extraordinary distribution channel for media."