Motorola Embarks on Creative Branding Search

Motorola’s three roster shops last week were briefed on a creative branding project that insiders said could lead to an account consolidation, although a company official said it was “premature” to speculate on the scope of the assignment.
“We’re working with our three current agencies to determine the best ways to leverage our overall brand,” company representative Jennifer Weyrauch said. Motorola is looking for a creative approach that helps “tell one story” for the multifaceted Schaumburg, Ill., electronics and communications firm, she said.
Leo Burnett, Chicago, and New York shops McCann-Erickson and Ogilvy & Mather are vying for the project and received their marching orders last week. McCann is Motor-ola’s lead agency, handling consumer electronics advertising. Burnett handles the company’s semiconductor advertising. O&M’s Ogilvy-One unit handles the company’s direct and inter-active business.
Motorola spent $69 million do-mestically on advertising last year, according to Competitive Media Re-porting. McCann has handled Mo-torola’s $100 million global consumer products advertising since 1997.
The shop produced a brand-oriented campaign in 1998 that carried the tagline “Wings.” Since then, however, Motorola has not focused on brand-oriented advertising amid speculation that the company is not happy with McCann. The company had informal talks with agencies about its consumer electronics account last year [Adweek, July 26, 1999], according to sources.
At the time of those contacts, sources said Motorola officials were pleased with the quality of McCann’s work, but did not think it sent a clear message or heightened the company’s profile. Earlier this year, Motorola approached agencies about an assignment involving its e-commerce business [Adweek, March 20]. K