TFCS in Motorola Sharapova deal

Mobile-handset maker Motorola has appointed The Fish Can Sing (TFCS) to promote its global marketing agreement with tennis star Maria Sharapova.

TFCS won a pitch process against Hill & Knowlton’s Los Angeles office and US shop Leader Enterprises (PRWeek, 24 September) – but TFCS is likely to work with Leader on projects.

The agency will be expected to launch 3G initiatives and drive awareness of the brand through fashion, music and sports-related campaigns. Viral guerrilla marketing and brand PR initiatives will also be held around key events in the tennis calendar.

Sharapova’s status as ‘a digital role model’ will be exploited in a bid to connect Motorola with a youth audience.

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