Motorola rewards Ogilvy with $400 mil account

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The long march by Ogilvy & Mather Worldwide, New York, to win Motorola's estimated $400 million global assignment reached critical mass, appropriately, this past March.

That's when Ogilvy Chairman-CEO Shelly Lazarus and Chief Creative Officer Rick Boyko met with Geoffrey Frost, VP-director of global consumer communications for Motorola, in New York to talk about the possiblity of moving the account.


Ms. Lazarus and Mr. Boyko began talks with Mr. Frost about the account as far back as 18 months ago. But it was that March meeting, according to an executive with knowledge of the talks, that set in motion a chain of events that led to last week's decision.

Mr. Frost joined Motorola more than a year ago from Nike, where he was director of brand strategy and advertising. He took an immediate dislike to McCann-Erickson Worldwide's creative for the general consumer account, according to the executive, and started entertaining visits from other agencies. Motorola's sales have been under pressure in recent years and Mr. Frost was brought in to breathe new life into the brand.

A full-blown agency review was made public in August. Incumbent agencies were McCann, which handled the consumer products business within the Personal Communications Sector; Leo Burnett USA, Chicago, which handled Motorola's semiconductor business; and OgilvyOne, New York, which oversaw online and direct marketing.

"This is a great brand," said Mr. Boyko of Motorola. "The fact that we were asked to pitch it was a great opportunity for us to communicate the brand in a 360-degree way around the world. It's the kind of assignment we are best at."


Ogilvy's approach to Motorola was similar to the one that won it the $200 million BP Amoco account in November 1999. "We won on that same message -- a global campaign bringing it together, taking the brand to a much bigger message so that it felt like it was coming from a big brand rather than a splinter brand," Mr. Boyko said.

As for a possible conflict with IBM Corp.'s $660 million business, Mr. Boyko said: "Shelly [Lazarus] cleared all of that ahead of time. Otherwise, we wouldn't be this far down the bridal path."

All competing agencies pitched the business on the same day last week and executives on Motorola's marketing board made their choice the next day. "It was a unanimous decision," said Richard Foss, VP-director, brand marketing and design at Motorola. "Ogilvy fundamentally understands what is possible in the world with this convergent technology. They have an instinctive feel for our business."


Ogilvy could have a fast-track campaign out by Thanksgiving, Mr. Foss said. However, a fully integrated campaign won't emerge until January. He also said Motorola's ad spending likely will grow in 2001.

A consolidation of media buying and planning is being considered, Mr. Foss added, but no decisions have been made.

Ogilvy Creative Directors Dan Burrier and Peter Wood will be the lead creative team on the account, Mr. Boyko said. The final pitch for the account included Messrs. Burrier and Wood, as well as Steve Hayden, executive creative director who heads up the IBM business, and Tony Wright, director of strategic planning.

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