Motorola earmarks PR for branding push

Cellular phones manufacturer Motorola has asked agencies to pitch for a new account to work at corporate level across Europe, the Middle East and Africa, and has created separate corporate accounts in key markets across the region.

Cellular phones manufacturer Motorola has asked agencies to pitch

for a new account to work at corporate level across Europe, the Middle

East and Africa, and has created separate corporate accounts in key

markets across the region.



The move involves a large increase in PR spend for Motorola, which has

created the corporate accounts following a worldwide review of its

marketing strategy (PR Week, 19 September).



The firm remains the world’s largest supplier of mobile phones but is

losing market share to rivals such as Nokia and Ericsson, which are

building brands through heavy advertising spends. Last August Motorola

appointed advertising agency McCann Erickson to build a consistent

global brand.



The appointed agencies will be expected to communicate this

branding.



Motorola already has product PR accounts for divisions such as pagers

and cellular phones. These accounts will remain in place alongside the

new agency appointments.



The company’s European communications director Martin Campiche, based at

its European HQ in Slough, is expected to hold pitches next week.

Agencies competing for the central EMEA account include Hill and

Knowlton, Brodeur A Plus, Cohn and Wolfe and Shandwick.



Motorola is also seeking local corporate agencies in markets including

the UK, France, Germany, Spain, Russia, Italy, Czech Republic, Hungary

and South Africa. Inge Wallage, Motorola’s EMEA corporate PR manager,

said: ’We’re doing this because it makes sense. We’ve asked existing

agencies to pitch for the work and are also looking at new

agencies.’



Motorola’s current agencies include Companycare, which handles its

European Cellular division. It also uses H&K, Burson-Marsteller and Cohn

and Wolfe on a project basis.



Motorola has already revamped its divisional PR with campaigns to

support products but the review marks a move toward the increased

centralisation of PR at the company.



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