Motorola pools £200m account into WPP shops

The world's second-biggest mobile handset manufacturer awarded Ogilvy the integrated brief following a six-month review of its agency arrangements in key territories. Abbott Mead Vickers BBDO resigned the pan-European portion of the business in October.

Motorola has already briefed the agency to develop an integrated pan-European campaign promoting the functionality and fashion credentials of its handsets.

The consolidation ends Motorola's relationship with 180 Amsterdam and TBWA in the Middle East, as well as Draftfcb, Profero and RMG Connect.

Ogilvy will handle the majority of Motorola's EMEA account, but the handset manufacturer will continue to work with Mother and other creative hotshops on a project basis.

MindShare retains Motorola's media business in the region, while AKQA will continue to handle digital strategy development across its portfolio of handsets.

The review has been overseen by Andrew Morley, Motorola's vice-president of marketing EMEA, who was appointed last July following Simon Thompson's departure to Lastminute.com.

Morley is now implementing a unified brand strategy across EMEA to help it compete more effectively against market-leader Nokia.

Last year, Motorola ended its relationship with Omnicom and strengthened its relationship with Ogilvy in Asia-Pacific when it handed the latter its creative account for the region.

This article was first published on Marketing