New Freescale Semiconductor Plans $50 Million Launch

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SAN FRANCISCO ( -- Freescale Semiconductor, the planned spin-off of Motorola's $4.8 billion semiconductor business, has awarded its advertising account to SicolaMartin in Austin, Texas, the marketer said.

The company makes chips used in consumer products from cars to cell phones, as well as networking and other wireless devices.

Name development
Freescale Semiconductor's president, Scott Anderson, said the company's name was developed based on interviews and research with employees, customers and others, and is intended to blend experience with "the spirit and fresh vision of the new company."

Jeff Hahn, a spokesman for Freescale Semiconductor, said SicolaMartin was selected from a field of seven agencies but he declined to name them. He said the previous agency was Interpublic Group of Cos.' Hill Holliday, San Francisco. Publicis Groupe's Starlink handles the account's media buying.

Financial detail not available
Mr. Hahn declined to discuss billing or details of SicolaMartin's duties as agency of record on the account. Executives familiar with the industry said a launch for the account could require about $50 million in media spending.

SicolaMartin is part of WPP Group's Young & Rubicam. Executives at SicolaMartin declined comment.

Planned IPO
Motorola announced plans to divest its money-losing semiconductor operations last October, but an initial public offering has been postponed, perhaps due to Wall Street concerns the sector is overvalued. It now appears the IPO will take place later this year, according to the latest reports. Company executives had expected the IPO to raise $2 billion.

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