Motorola has handed Brodeur PR a global brief to launch its
semi-conductor business, which makes up nearly 25 per cent of Motorola’s
sales, as a separate brand.
According to sources close to Motorola, the company was expected to
announce that its Semiconductor Products Sector is to be spun-off as we
The semiconductor business produces embedded chip technology which can
increasingly control a variety of machinery, from mobile phones to cars
and washing machines.
Brodeur, as the world’s largest specialist hi-tech network, is one of a
select few agencies to be able to take on such a global brief. The remit
is expected to include corporate and media relations.
In recent months Motorola has sought to restructure its chip-making
business to make it more profitable after a major downturn last
Motorola sold its low-tech Semiconductor Components Group, part of its
semiconductor business, to private investment firm Texas Pacific Group
for pounds 1 billion in May. At that time, Motorola said it would
instead seek to focus on hi-tech embedded chips. It hopes that the
spin-off will move the semiconductor business out of the shadow of
Motorola’s cellular phone business. Motorola is the second largest
company within this sector.
Brodeur was unavailable at the time of going to press.