Motorola kicks off pan-European media rethink

Motorola has begun a pan-European review of its media account following an audit of its dollars 400 million global media planning and buying arrangements.

The telecoms and semi-conductor giant is understood to be looking at agency credentials before it draws up a final shortlist of agencies.

It is likely that Universal McCann, the incumbent on the pounds 10 million UK account, will be invited to pitch.

The company consolidated its creative account into Ogilvy & Mather Worldwide, following a pitch against its fellow roster agencies, McCann-Erickson Worldwide and Leo Burnett, in September (Campaign, 22 September).

The decision to carry out a pan-European review, however, suggests that the company is unlikely to appoint a single global media agency. The agency appointed to handle the business will take up the reins from the second half of next year.

Motorola began to review its advertising in July following its decision to create a consistent brand message across its global business. Geoffrey Frost, Motorola's vice-president of global communications, spearheaded the review.

The successful media network will handle Motorola's various businesses, which include consumer and business communications products, from mobile phones to electronics, semi-conductors and computers.

Motorola is attempting to catch up with its rival Nokia as well as maintain its lead over Ericsson. Until now, the company has put the bulk of its advertising behind products in its mobile handset and communications device range.

Ogilvy & Mather is expected to release its new campaign for Motorola before Christmas.

This article was first published on Campaign