Hubbed out of Singapore, FCB general manager Caroline Lim will assume the role of relationship manager on the account, supported by FCBi director of interactive engineering Radhika Sundaram and interactive engineering manager Dakshin R.
Overseeing 30 markets, including Asia-Pacific, Africa, Turkey and Israel, FCBi has been charged with building Motorola's interactive profile, particularly in those markets where it has yet to make much headway.
"Definitely, they have a long way to go in terms of interactive because they want to overcome Nokia," noted Sundaram. FCBi will service the account through local teams in each market, in an attempt to ensure brand consistency. "Obviously, they are used to very localised deliverables, and it's looking at how to streamline this so the brand is not diluted at all," explained Lim.
Motorola mobile devices PR and marketing manager for high growth markets, Lena Goh, added that more mature internet markets will remain a key focus.
"It really depends on internet penetration and how sophisticated the market is," said Goh. "There is a lot of potential coming up in markets such as a Malaysia and Dubai."
FCBi secured the global business following a multi-agency review that included incumbent Wunderman.