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Motorola and new agency McCann-Erickson Worldwide, New York, will decide in the next six weeks what common elements to use in a template for global consumer advertising-notably for cellular phones and pagers.

McCann, named last week for the consolidated $100 million account, proposed in its pitch several unifying elements, such as logo or musical theme, for a worldwide communications platform.

The marketer and agency will select which such "footprints" to use after reviewing research and testing possibilities with consumers, said Jim Heekin, president of McCann-Erickson North America.


Mr. Heekin said Motorola hasn't set when the new campaign will break, though there is a "tremendous sense of urgency to do it and do it quickly."

In announcing the agency choice, Motorola said it expects the agency "to find the friendliest means of telling consumers about the wealth of benefits Motorola technology brings" and to make Motorola "the most recognized, most popular global consumer communications company in the world."

McCann prevailed over incumbents J. Walter Thompson USA and Leo Burnett USA, both Chicago, and Grey Advertising, New York. JWT had the U.S. cellular account and various assignments in Asia and Latin America; Burnett handled pagers in Latin America.

McCann's Atlanta office already works on Motorola's pagers, while its Tokyo operation has the business in Japan.

Also losing business are Carmichael Lynch, Minneapolis, which did ads for two-way radios; BDDP, Paris, the cellular agency in Europe; and about 10 agencies handling smaller assignments.

Foote, Cone & Belding, Chicago, remains Motorola's corporate agency, and other agencies handle such products as computers.


Motorola abandoned the consumer market in the early '70s when it sold its money-losing TV business. But it now is the No. 1 maker of cellular phones and pagers, so again is a major consumer marketer given their mass appeal.

McCann narrowly avoided a conflict, since client Lucent Technologies is developing cell phones for a fourth-quarter launch. However, Lucent and Philips Electronics in October will merge consumer phone businesses into a joint venture controlled by Philips. All phones-including Lucent's cell models-will use the Philips name.

McCann said it cleared the Motorola assignment with Lucent; a Lucent spokesman declined comment.

McCann additionally is a major agency for AT&T Corp., which also might like to be the world's most popular consumer communications company. Iridium, a global wireless phone service launched and backed by Motorola, competes with AT&T Wireless Services, handled by McCann in San Francisco.

A Motorola spokeswoman said there is no conflict. An AT&T spokesman didn't

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