Motorola Calls Review

By Ellen Rooney Martin and Stephen Levine

CHICAGO–Motorola Inc. is consolidating its $40 million branded consumer products division with a review for its cellular phones, pagers, modems and personal-use two-way radios accounts.

A decision in the creative and media review will be decided by sometime in the third quarter, according to the company.

The incumbent agencies, J. Walter Thompson and Foote, Cone & Belding, both in Chicago, and McCann-Erickson in Atlanta have been invited to pitch the consolidated account, according to Margo Brown, a representative for Motorola, in Schaumburg, Ill. A ‘small group’ of undisclosed agencies from around the country have also been invited to pitch the account. A total of six to 10 agencies are expected to participate in the review, she said.

JWT handles the cellular division and is working on a campaign for the StarTac phone, according to an agency representative. McCann is responsible for Motorola Paging Systems; FCB handles the corporate advertising.

The review was prompted by Motorola’s desire to generate greater awareness of its branded products among consumers. A group of executives from the different divisions will oversee the review process.

‘Motorola has been looking at this concept for some time,’ Brown said. ‘We’ve had obvious successes in markets with pagers and cellular phones. This is in recognition of that. We can’t address the consumer audience in the way we do other audiences.’

Brown said the review will be a ‘traditional process’ of briefings and assignments, but no other details were disclosed.

In 1996, Motorola spent a total of $65 million on advertising, according to Competitive Media Reporting. Of that, $21 million was spent on cellular phone advertising while $23 million was spent on pagers, according to CMR.

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