Motorola Restructures Agency Relationships - October
Maker Close to Naming Ogilvy, MindShare to Lead 'Partnerships'
- With rival Nokia moving aggressively to build its worldwide lead
through marketing, and the iPhone rattling the handset marketplace,
struggling Motorola has begun to restructure its marketing, from its
agency alignment to its internal organization.
Keller, in an interview with Advertising Age during the
Association of National Advertisers conference here, said he has
abandoned a short-lived plan announced by the late Geoffrey Frost to
allow Omnicom Group, spearheaded by BBDO, to lead agency
relationships. Instead, Mr. Keller said he is in the process of
finalizing a new agency alignment for consumer-directed marketing with
some of the final decisions coming as soon as this week.
WPP Group's Ogilvy & Mather, currently the marketer's agency for
Latin America and Asia, is being considered for additional duties in
North America and possibly Europe, he said. Omnicom's AMV BBDO,
London, is the incumbent on the European assignment.
in the mix
In addition, two to three "creative hot houses" will be
hired for projects. The first agency appointed is Mother, New York and
London, which will be handling music devices and one or two other
On the media side, Mr. Keller said he is assessing Motorola's $200
million to $300 million global media account. The incumbent for that
business, WPP's MindShare, appears to have an upper hand in those
discussions, he said.
"We're trying to create real partnerships -- that doesn't
necessarily mean one agency -- but we're trying to create more
consistent partnerships on the agency side on the both the B-to-B and
B-and-B-to-C marketing communications efforts," he said,
referring to business-to-business and
business-and-business-to-consumer marketing efforts.
In recent months, Mr. Keller completed the consolidation
of Motorola's B-to-B advertising under BBDO, a business estimated
at $20 million to $40 million. But otherwise, Motorola's attempts to
work with a number of Omnicom agencies have failed. First, Goodby,
Silverstein & Partners never produced a long-expected branding
campaign, with agency executives there eventually declining to work
with a client some considered unable to make decisions.
Earlier this year, TBWA, San Francisco, offshoot, Cutwater, was close
to being announced as Motorola's new agency of record for creative,
having picked up the crucial assignment for the Razr2
phone. However, that contract never materialized and the relationship
was doomed this fall after the shop failed to get a spot costing more
than $750,000 on air.
The Razr conundrum
This particular battle raged on two fronts. First, the director
Cutwater hired for the spot, Michel Gondry ("Eternal Sunshine of
the Spotless Mind"), wrestled with the agency and marketer over
creative control. But there was a second issue: should the campaign
emphasize slimness, the Razr's "sharp" look that once made
it a hot best-seller, or some of the phone's product attributes, an
issue that has become important as cellphone morph into multimedia
devices, especially following the launch of the feature-rich iPhone.
At the last minute, according to an executive familiar with the
situation, Ogilvy, which produced a commercial focused on slimness
through its Beijing office, was selected for the launch. Eventually,
the Cutwater spot was put up on the web.
Mr. Keller praised the work of Ogilvy Beijing's executive creative
director, Nils Andersson, but indicated there were barriers to Mr.
Andersson's taking control of the Motorola account should Motorola
choose consolidate at the agency.
Mr. Keller also is moving to ease internal creative difficulties
around the company's ad production. Elena Panizza, an Italian who
serves as Motorola's in-house worldwide creative director and often
tangled with the Omnicom shops, will now focus on branding issues,
such as how Motorola, going forward, will handle its "Hello Moto"
tagline, as well as its bat-wing logo. "She will help define
Motorola at the next level, Mr. Keller said.
Perhaps more important than the intrigue around Motorola's agency
gyrations, Mr. Keller, a package goods veteran famous for spearheading
green ketchup at Heinz, also is trying to retool the Motorola
organization to move marketing into product development, so product
designers, marketers and "all will talk together and design
These teams, he said, will understand market segments emerging in the
mobile phone arena teens, for example, are looking for music
players -- and decide "how to design a phone for that
audience." This focus on market segmentation will enable Motorola
to "get a regular drumbeat of products," he said. "We
are making decisions on our portfolio and are not just throwing
spaghetti on the wall," said Mr. Keller.
Good thing. Motorola is the top handset supplier to three of the top
five U.S. operators, according Strategy Analytics data for the second
quarter of this year. However, the report said sales of Razr and its
derivative phones are slowing, with LG, Samsung and Sanyo slicing Razr
sales. The world's largest handset manufacturer, Nokia, newly
reorganized on the marketing front with Wieden & Kennedy for
creative and JWT for global distribution, is gaining ground in the
U.S., the report said.
Resigns Motorola's U.S. Media Account - October
Maker's CMO Keller Says He's Eyeing MindShare for Buying
FRANCISCO - Carat quietly has resigned Motorola's estimated $35
million U.S. media account, the agency said.
Carat's decision to resign the account was termed a "mutual
parting" by CEO Sarah Fay. She declined further comment. But some
executives familiar with the situation said the two sides had trouble
reaching a contract because Motorola, under increasing pressures, had
dropped its budget and the fees it was willing to pay to have the
Carat handled offline and online planning, out of home and search.
Motorola CMO Casey Keller said last weekend that he is in the process
of realigning agencies and is considering consolidating his media
buying at MindShare.
The news comes as the marketer is reported to face another possible
push by investor Carl Icahn to spin off Motorola's mobile-phone
business. Its business-to-business operations have been successful. In
May, Mr. Icahn unsuccessfully made a run at a seat on the board.
A Motorola spokeswoman did not respond to questions by deadline.
Carat's work for the Razr 2 launch included the making Motorola the
first presenting sponsor and the first display advertiser to partner
with Twitter, the mobile blogging service. The campaign also included
ads on Facebook, MySpace as well as Yahoo, the New York Times and Wall
more information contact Alice
Motorola Inc. (NYSE: MOT) is an American multinational communications company based in Schaumburg, Illinois, a Chicago suburb.
Motorola started as Galvin Manufacturing Corporation in 1928. The name Motorola was adopted in 1947, but the word had been used as a trademark since the 1930s. Founders Paul Galvin and Joe Galvin came up with the name Motorola when their company started manufacturing car radios. A number of early companies making phonographs, radios, and other audio equipment in the early 20th century used the suffix "-ola," the most famous being Victrola; RCA made a "radiola"; there was also a company that made jukeboxes called Rock-Ola, and a film editing device called a Moviola. The Motorola prefix "motor-" was chosen because the company's initial focus was in automotive electronics. Many of Motorola's products have been radio-related, starting with a battery eliminator for radios, through the first walkie-talkie in the world, defense electronics, cellular infrastructure equipment, and mobile phone manufacturing. The company was also strong in semiconductor technology, including integrated circuits used in computers. Motorola has been the main supplier for the microprocessors used in Commodore Amiga, Apple Macintosh and Power Macintosh personal computers. The chip used in the latter computers, the PowerPC family, was developed with IBM and in a partnership with Apple (known as the AIM alliance). Motorola also has a diverse line of communication products, including satellite systems, digital cable boxes and modems.
Motorola creates several different products for use of the government, public safety officials, business installments, and the general public. These products include cell phones, laptops, and radios.
Motorola developed the first truly global communication network using a set of 66 satellites. The business ambitions behind this project and the need for raising venture capital to fund the project led to the creation of the Iridium company in the late 1990s. While the technology was proven to work, Iridium failed to attract sufficient customers and they filed for bankruptcy in 1999. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the ON Semiconductor (ONNN) business August 4, 1999, raising for Motorola of about $1.1 Billion.
Further declines in business during 2000 and 2001, caused Motorola to spin off its government and defense business to General Dynamics. The business deal closed September 2001. Thus GD Decision Systems was formed (and later merged with General Dynamics C4 Systems) from Motorola's Integrated Information Systems Group.
On October 6, 2003, Motorola announced that it would spin off its semiconductor product sector into a separate company called Freescale Semiconductor, Inc.. The new company began trading on the New York Stock Exchange on July 16th of the following year.
See also: List of Motorola products (including Freescale's semiconductors)
The Six Sigma quality system was developed at Motorola even though it became best known through its use by General Electric. It was created by engineer Bill Smith, under the direction of Bob Galvin (son of founder Paul Galvin) when he was running the company. Motorola University is one of many places that provide Six Sigma training.
Ratings from interest groups
Motorola received a 100% rating on the Corporate Equality Index released by the Human Rights Campaign in
2004, 2005 and 2006, starting in the third year of the report.
K1 KRZR camera mobile phone
clamshell phone seen as the successor to the V3 RAZR, the KRZR comes
in a black reflective glass finish, giving it a distinctive look, and
boasts a 2 megapixel camera, MP3 player and quadband capability for
global roaming. Comes supplied with wall charger, battery and manual.
K1 KRZR also features a Micro SD card slot, making the memory
expandable up to 2 Gb - great for storing MP3 tracks, and
connection-wise it's Bluetooth and USB equipped. Aircraft mode means
you can use it as a music player without having the phone turned on.
2 megapixel digital camera with 8x digital zoom and picture editor
Video camera (352 x 288 pixels, 15 frames per second) - up to 25
Internal display: TFT, 262k colours, 176 x 220 pixels (1.9 inches)
External display: CSTN, 65k colours, 96 x 80 pixels (1.0 inches)
MP3 player (MP3, AAC, AAC+ formats)
Voice memo recorder
Voice activated dialling
Picture caller ID
Memory: 20 Mbytes plus MicroSD (TransFlash) card slot
Connectivity: Bluetooth, USB
GPRS Class 12, EDGE
Size: 103 x 42 x 16 mm
Talktime: 200 - 400 minutes
Battery standby: 200 - 350 hours
K1 KRZR mobile phone
Trivia sections are discouraged under Wikipedia guidelines.
The article could be improved by integrating relevant items and removing inappropriate ones.
Motorola was generally known as Ma Batwings to the radio industry, a not-necessarily-complimentary reference to the Ma Bell moniker of the Bell System. In each case, the nickname refers to the dominant position in their respective
Motorola pioneered the use of sub-audible tones (trademarked as Private Line by Motorola) to control radio equipment. The most common use of these tones is to open the squelch of radios when a certain tone is received, so that users don't have to listen to all of the traffic on their frequency, listening for their own callsign. The most popular use of "subaud" tones in ham radio is to close retransmission systems to any radio not sending the appropriate
Motorola commercial, military and public safety radio equipment uses microphones and speakers of impedance values different than the products of nearly all other manufacturers, as a means of discouraging third-party manufacturers of earplugs, remote microphones,
Many ham radio mountaintop repeater systems operate Motorola radios which have been in 24-hour-per-day service, 7 days per week, since the 1960s.
In the 1970s, at the height of the Quadraphonic audio boom, Motorola manufactured chipsets and semiconductors for Demodulators and Decoders in home audio receivers, by a variety of different audio manufacturers.
is not only revamping its communications strategy; the marketer is also
looking to move marketing into product development, a crucial aspect of
the new cellphone wars
next-generation RAZR takes thin to the next level by packing it with a
new, richer multimedia experience. RAZR2 V8 provides an unmatched music
experience. It comes complete with 420MB end user memory, USB 2.0 high
speed for fast music file transfers, Windows Media Player 11
synchronization for simple music management and a music touch screen on
the external display for effortless control.
Get In Touch
The touch-sensitive music controls, located on the large color external
display, maintains a sleek look while consumers manage and play songs
purchased from any Windows-based music store. Users can also read and
reply to texts via RAZR2 V8s external display, which is the largest
in its class. After flipping open the phone to start the music player,
users can sit back, listen and enjoy without ever flipping open the
Dressed to Thrill
The RAZR2 V8 is outfitted in extravagant materials tailored to sleek
perfection. A stainless steel frame helps ensure strength while vacuum
metal housing, chemically hardened glass, spun metal and chrome create
an amazing appearance.
iconic RAZR design with clamshell form factor, stainless steel frame,
metal and glass housing, internal antenna
QVGA (320 x 240) 262K color external display with contextual touch
2.2 QVGA (320
x 240) internal display, 262K colour
megapixel camera with 8x zoom
Over the air synchronization of Email, Phonebook and Calendar
with optional stereo micro-USB headset and stereo Bluetooth wireless
420MB end user memory
broswer to surf the sites you know and love
independent name and digit dialing
EDGE Class 12
MPEG 4 video
capture and playback
Bluetooth wireless technology with imaging, printing and peer to peer
Class 2, version
2.0 Bluetooth wireless technology with range up to 30 feet
High speed micro
approximately 500 minutes talk time and 280 hours standby time
in original box.
1 Travel charger
1 User manual
2 CD Roms
1 USB Cable
Quad-Band (GPRS/ EDGE)
53 x 103x 11.9mm
320 x 240 2.2 262k color internal
320 x 240 2.0
262k color external
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