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
The appointed agencies will be expected to communicate this
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
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.