Ogilvy recruits Peyron to lead Motorola team

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Two months after clinching Motorola's $400 million consolidated global account, Ogilvy & Mather Worldwide, New York, has lured Nils Peyron back to oversee the first global brand-image campaign for the high-tech client.

Mr. Peyron, 42, worked at Ogilvy on the IBM Corp. account from 1996 until last July, when he left to oversee Hill/Holliday, New York, as managing director. Just four months later, he has agreed to return to the WPP Group agency as worldwide managing director-client services.

"I was really committed to Hill, Holliday for the long term, but there are moments in life when you have to look at the opportunity and decide that this doesn't happen every day," Mr. Peyron said. "Motorola happened and Shelly [Lazarus, CEO of Ogilvy] called the morning they won to say: `This is the opportunity you were looking for and you have to come back.' "

The executive will work on the account along with Executive Creative Directors Dan Burrier and Peter Wood. The creative executives had worked with Mr. Peyron on the IBM account.

Ogilvy landed Motorola in September following an agency review that also included McCann-Erickson Worldwide, New York, and Leo Burnett Co., Chicago.

Motorola's mandate to Ogilvy is to craft a unified global brand image that embraces each of its diverse businesses, from semiconductors to wireless devices. The telecom giant will need all the help it can get. Motorola's stock price has hovered in the low $20s in recent weeks, from a 52-week high of $61.54. Motorola last week lowered its profit projections for the next two years, causing Wall Street analysts to cut their earnings estimates. The company has lost share in the European handset market, with sales slumping between 10% and 25%, according to Marc Cabi, a Lehman Bros. analyst.

But Motorola is not alone in its stock woes. The wireless sector, including rivals Nokia and Ericsson, has taken a beating recently, along with most other tech and telecom stocks. The market, according to some analysts, is sorting itself out as numerous players enter the space, ranging from behemoths such as Microsoft Corp. to start-ups.

Motorola's starting point for a branding campaign resembles IBM's from six years ago, Mr. Peyron said, explaining, "Motorola is similar to IBM because they are both extraordinarily large businesses, and we're building a global account from the ground up."

The campaign is slated to break in the first quarter. Though Ogilvy executives declined to discuss details of the forthcoming ads, they said they would take into account the different degrees to which consumers in Asia, Europe and the U.S. use wireless technology.

"The U.S. is not the dominant region because wireless is so advanced in Europe and Asia," Mr. Peyron said. Added Mr. Burrier: "Girls in Tokyo are jamming the phone system from 10 to 11 p.m. because they are messaging each other `Good night.' That's powerful stuff that presents incredible creative opportunities."

Messrs. Burrier, 41, and Wood, 50, were instrumental in the Motorola win and helped lure their former colleague back. Mr. Burrier said Mr. Peyron was the first choice because he is a "global strategic thinker" with a collaborative sensibility.

Contributing: Tobi Elkin

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