Motorola calls review of global PR strategy

Motorola will review its worldwide PR arrangements following the appointment of McCann-Erickson Worldwide as its global ad agency.

Motorola will review its worldwide PR arrangements following the

appointment of McCann-Erickson Worldwide as its global ad agency.



’There is a general review of all our marketing activities,’ said a

spokeswoman from Motorola’s European Cellular division. ’Everything is

being reassessed, including PR,’ confirmed Keith Johnson, director of

brand marketing at Motorola’s EMEA cellular subscriber group.



The company is understood to be deciding whether to consolidate its PR

into one global network to complement the arrangement of its

advertising, or continue to handle it through various local

agencies.



McCann-Erickson Worldwide is developing a global positioning for all

Motorola’s consumer brands from its New York office. This work involves

a reassessment of where PR fits into the mix across all Motorola’s

divisions.



Motorola’s current agencies are selected by its various divisions on a

localised basis. Its lead agencies for its cellular divisions are

Companycare across Europe, Middle East and Africa (EMEA), Cunningham in

the US and Burson-Marsteller in Asia.



It is understood that McCann-Erickson is lobbying its new client to

extend its global advertising brief to PR.



However, there is some internal opposition within Motorola’s UK

operation to centralising agencies. Johnson said: ’I don’t believe using

a network achieves the same effects as localised offices. I haven’t seen

any evidence that any agency network works.’



Motorola is moving towards more consumer-focused marketing for its

cellular divisions in face of stiff competition from Nokia and

Ericsson.



Although Motorola is a strong brand in its US home country it fares less

well in Europe where it competes against Swedish owned brands Nokia and

Ericsson.



Motorola’s Cellular division is currently launching its smallest mobile

phone StarTAC across Europe, the Middle East and Africa.



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