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