Motorola's creative brief bagged by TBWA\Raad

TBWA\Raad in Dubai has landed the creative brief for Motorola after the mobile phone giant launched a review of its regional advertising arrangements.

The agency won the account after a month-long competitive pitch against Memac Ogilvy and Impact BBDO.

The win will be a bitter pill for Memac, whose recent work for Motorola's SLVR phones featuring Arab models in traditional dress became a talking point among many of the region's creatives.

TBWA\Raad will now drive communications for the US-based phone manufacturer in 23 markets - including the Middle East, North Africa, Turkey and Pakistan - from its headquarters in Dubai.

The agency will handle all advertising and brand activation work in these markets, which Motorola views as increasingly important parts of its overall business plan.

Media buying for the account will continue to be handled by MindShare.

Mohamed Badran, regional marketing director at Motorola, said: "Throughout the pitch we felt that TBWA\ Raad had a thorough understanding of our industry, requirements and vision. The agency stood out for presenting clear and workable ideas that will help Motorola further define itself as the coolest brand on the planet, supporting its global marketing campaigns and emphasising a united single voice brand."

TBWA\Raad's managing director, Reda Raad, told Campaign that the agency would execute "very compelling" advertising for the brand. "Motorola's vision is to be seen as one of the coolest brands in the world," he said.

"They want to be right up there with Apple and Adidas. They want to be the number one phone company and we'll keep pushing the envelope when it comes to activating the brand in the countries we'll be working in."

He added: "You can expect to see a lot of aggressive marketing and brand activation, and some very compelling creative work. We are all extremely excited to be working on this, and hope that perhaps in the future we may even be able to contribute to some of the brand's global work."

The win comes just two months after the agency bagged the advertising account for mobile phone retailer, Axiom Telecom.

Ramzi Raad, TBWA\Raad chairman and chief executive officer, said the agency had managed to establish itself as a leader in the telecom sector.

"This highly sought after win is a testimony to TBWA\Raad further proving itself as one of the leading and fastest growing agencies in the region, and we have demonstrated that by winning globally recognised accounts such as Motorola," he added.

Motorola plans to launch more than 15 new handset and mobile phone accessory products in the region during the next nine months.

The company recently launched two new handsets into the market - the Motorola Ming 'smartphone' and the gold-plated Motorazr V3i Dolce & Gabbana.

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