Motorola Enlists Omnicom’s ‘New Model’

NEW YORK Motorola has forged an agreement with Omnicom Group to use its creative shops for assignments around the world, with BBDO in New York functioning as the “central coordinating agency,” the holding company said today.

The new arrangement, which was expected [Adweek, Jan. 30], also gives Motorola access to AMV BBDO in London, Goodby, Silverstein & Partners in San Francisco and brand consultancy Siegel + Gale here.

Motorola’s estimated annual global ad spend is $100 million, per sources. The client spent $50 million in domestic measured media last year, according to TNS Media Intelligence.

“We are confident that the breadth and quality of our creative resources will further enhance Motorola’s leading brand around the world,” Omnicom CEO John Wren said, in a statement.

From 2000 until last year, most of Motorola’s global creative duties were consolidated at WPP Group’s Ogilvy & Mather. Then, last spring, the client started doling out product-specific assignments to shops such as independent 180 in Amsterdam, the Netherlands, Goodby and BBDO. Now, Omnicom will be Motorola’s primary creative resource worldwide.

“We look forward to partnering with Omnicom to create an innovative new model of global marketing support,” said George Neill, corporate vp of global marketing at Motorola, also in a statement. “This agreement provides Motorola with access to some of the industry’s most creative talent to help us with our global marketing needs.”

The arrangement is not exclusive, however. A client representative said the company would continue to use Interpublic Group’s FCBi as lead agency for global interactive duties, for example, as well as 180 and Ogilvy in select markets outside the U.S.