Motorola global to O&M

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

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