Motorola global to O&M

<p>Ogilvy & Mather has won the three agency shoot-out for the global </p><p>Motorola brand account; however, the bulk of the media assignment </p><p>remains with McCann-Erickson's media unit, Universal McCann. </p><p><BR><BR> </p><p>The electronics and telecommunications giant previously used O&M for its </p><p>interactive unit; McCann for its consumer unit (including mobile phones </p><p>and pagers); and Leo Burnett for its semi-conductor and chips </p><p>division. </p><p><BR><BR> </p><p>It invited the three agencies to pitch for the account in July with a </p><p>view to creating a single brand strategy. </p><p><BR><BR> </p><p>Observers have said that Motorola's overall brand equity had suffered </p><p>because its different business units were using different agencies. </p><p><BR><BR> </p><p>The Asia-Pacific region was given high importance by the client, and </p><p>this was underlined by the fact that all three agencies sent senior </p><p>creative and research personnel to take part in the pitch at Motorola's </p><p>headquarters in Schaumberg, Illinois. </p><p><BR><BR> </p><p>Sources from Leo Burnett and McCann expressed disappointment with the </p><p>outcome of the pitch; however, they said that their removal from </p><p>Motorola's roster of creative agencies did not reflect the state of play </p><p>in Asia-Pacific. </p><p><BR><BR> </p><p>"The relationship with the local (Motorola) clients in the region is </p><p>very good and has worked well," the McCann's source said. </p><p><BR><BR> </p><p>The global account is worth US$400 million, with about a third of </p><p>that earmarked for Asia-Pacific. </p><p><BR><BR> </p><p>While Universal McCann remains in charge of the media spend, sources </p><p>close to the latest pitch said a review of the media agency was </p><p>likely. </p><p><BR><BR> </p><p>The win boosts O&M's growth in Asia-Pacific. </p><p><BR><BR> </p><p>A source said: "To underline the impact of the win, our Beijing and </p><p>Seoul offices would double in size and there would be smaller but </p><p>sizeable increases in some of our other major regional bases." </p><p><BR><BR> </p>