Motorola in hunt for global branding agency

<p>Motorola has launched a hunt for an agency to handle its global </p><p>branding in a bid to gain brand consistency across its product range </p><p>worldwide. </p><p><BR><BR> </p><p>Initial rounds of briefings and meetings have taken place globally, </p><p>including Asia-Pacific. </p><p><BR><BR> </p><p>McCann-Erickson is Motorola's main agency, handling mobile telephones, </p><p>pagers and two-way radios; while Leo Burnett looks after the </p><p>semi-conductor side and Ogilvy & Mather the interactive business. </p><p><BR><BR> </p><p>All three agencies are involved in the pitch. </p><p><BR><BR> </p><p>Motorola, sources said, was giving Asia-Pacific high importance because </p><p>of the region's exploding telecommunications and Internet market. This </p><p>is underlined by the fact that Asia-Pacific accounts for about a third </p><p>of its estimated US$400 million advertising account, they </p><p>said. </p><p><BR><BR> </p><p>However, it was not known if an agency will be appointed to specifically </p><p>handle the brand assignment or whether the account will be consolidated </p><p>within one agency. </p><p><BR><BR> </p><p>"Motorola has a number of different divisions and each division is doing </p><p>its own thing. On an individual level, they are probably doing great </p><p>work but it seems that its overall brand equity has suffered and </p><p>Motorola wants to fix that," said one source. </p><p><BR><BR> </p><p>The pitch is expected to take place in Chicago or New York. </p><p><BR><BR> </p>