Motorola splits into two companies; debuts ad campaign

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Schaumburg, Ill.—Motorola Inc. on Tuesday completed its separation into two companies—Motorola Mobility, which provides mobile phones and accessories for consumers, and Motorola Solutions, which provides communications products and services to enterprises and government markets.

To introduce the new company, Motorola Solutions rolled out an ad campaign called “Rise,” created by BBDO New York. The campaign includes print, online and events. The budget was undisclosed.

“The campaign is based on our brand promise—we innovate to mobilize and connect people in the moments that matter,” said Eduardo Conrado, senior VP-CMO at Motorola Solutions.

A centerpiece of the campaign is a high-end video, produced by BBDO New York, which shows scenarios of firefighters, police officers, logistics workers and retailers in critical moments.

The video is available on the company's new website,, which was developed by Design Kitchen, Chicago.

In addition, print ads targeted at vertical markets are running in such publications as Chain Store Age, InformationWeek, IndustryWeek, Logistics Management and Mobile Enterprise, and online ads are running on companion sites to those publications as well as other sites.

Also on Tuesday, Motorola Solutions began trading on the New York Stock Exchange Tuesday under the symbol MSI.

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