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Motorola Mobility, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Motorola Mobility, Inc. headquartered in Libertyville, IL., is a mobile device and consumer electronics company. The company is comprised of two business units: The Mobile Devices business and The Home business. Motorola Mobility's portfolio includes mobile devices such as smartphones and tablets; wireless accessories; end-to-end video and data delivery; and management solutions. Motorola Mobility launched as an independent company in 2011 through a separation from Motorola, Inc.** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (800) 668-6765
Main Fax (847) 523-7443
Primary Address
222 West Merchandise Mart
Chicago, IL 60654
USA

Motorola Mobility, Inc. Contacts

Contacts (5/10)
Name Title State
Richard R. Chief Information Security Officer IL
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (800) 668-6765
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 222 West Merchandise Mart
Chicago, IL
60654
USA

Sanjay V. Chief Financial Officer CA
Regina D. Senior Vice President, Advanced Technology & Products CA
Juli B. Director, Public Relations IL
Jeanne W. Director, Global Content Operations IL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Motorola Mobility, Inc. ******
Motorola ******
Xoom *
Droid *
Moto X ****

Agency Relationships


Brand Agency Service From To
***** ********* | ***** Media Planning 2016 present
**** * ********* | ***** Media Planning 2016 present
******** ********* | ***** Media Planning 2016 present
******** ****** & ****** AOR - creative, digital 2008 present
******** ********* ********* digital OOH 2007 present

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Update: Motorola gets dumped by creative AOR Droga5, rumored CMO departs


Subject: TV, digital, online, social media, video, mobile

Company: Motorola Mobility, mobile device maker that's a subsidiary of Lenovo.

Update (5/13): After undergoing major structural changes, and moving media agencies for the second time in less than a year (more below), Motorola has now gotten the boot from creative AOR Droga5. The agency won the business back in 2012 and has created a wide range of work for the mobile company since then. However, after four years together, Droga5 decided it was time to cut ties (sorry Motorola, its not you, they just think its time to see other clients). 

Droga5 will not be creating any additional campaigns, as to make this a clean breakup, but the two are currently finishing up some final production work before the agency splits for good. Its not clear as to why the agency decided to leave, but according to sources, it may have something to do with Lenovo’s acquisition of Motorola from Google, back in 2014.

Additionally, it looks like Motorola CMO Adrienne Hayes may be on the same page as Droga5, as its been reported that she has left the company as well, and according to sources, Jan Huckfeldt has taken over her duties, now acting as the VP of marketing at Lenovo as well as CMO at Motorola. 

Therefore, agencies should be making introductions to Huckfeldt now, as their will almost certainly be a creative review to follow very soon. Agencies with the scope to handle Motorola’s US creative duties should have an advantage here. Be sure to focus your pitch around high ROI and millennial engagement.

Below originally published 5/4

Opportunity: Less than a year after media moved to WPP's here) or if it also moved to Spark. We'll keep you posted.

The change comes after Barbara Liss was promoted last summer to head of North America marketing. As such,  look for major millennial engagement focused changes in marketing strategy as Motorola works to revive its faded brand. Once known as a trend setter, Motorola smartphone new, “trendier” Moto branding

Therefore, sellers should start making introductions to Spark to be top-of-mind for upcoming campaign dollars. It appears that the account may not be fully staffed yet, so don't be surprised if it takes some time to receive feedback. Focus your pitch on Moto/Droid-focused direct response ads tied to the second half of the year, especially around the reportedly in the playbook. But, based on recent initiatives and ad budget shifts, decision makers should be more receptive to social media and influencer marketing related pitches.

Additional Insight

Media Spend: Motorola's annual ad spend has plummeted amid ongoing struggles and acquisitions the past five years. Once a major spender, hitting $184 million in 2013, measured media spend has fallen to less than half of that, according to Kantar Media.

Gone are the big traditional buys of yesteryear. Now, Motorola's paid media budget is dominated by search and display. 

TV Breakdown: During the past 12 months, $27.7 million has gone to national TV ads (see targeting right), down from $54 million spent during the same period a year earlier, iSpot.tv reports.

Digital Breakdown: Similarly, Motorola's display presence has fallen drastically the past year, according to Moat. During the past 12 months, banners, high impact and video ads have appeared on about 3,200 publishers (<1% mobile), 77% of which were placed programmatically versus site direct.  For comparison, during the same period a year earlier, display ran on at least 6,200 sites (14% mobile), 94% of which ran programmatically.

Since January, desktop ads have appeared mainly on news, tech, entertainment and shopping publishers. Top sites include bestbuy.com, cbs.com, cbssports.com, apartmenttherapy.com, cnet.com, cnet.com and amazon.com. 

Mobile is mostly targeting entertainment sites like cbs.com, while video skews more to news and sports publishers such as cbsports.com, maxpreps.com and nypost.com.

Motorola Mobility, Inc. 
600 North US Hwy 45
Libertyville, IL 60048
(800) 668-6765

Jan Huckfeldt
Vice President of Marketing, Lenovo
(919) 294-2500
jhuckfeldt@lenovo.com

Barbara Liss
Senior Director & Head, North America Marketing
(800) 688-6765
bliss@motorola.com

Michael Goldsberry
Senior Vice President, Communications Planning – Publicis Media
(312) 970-8400michael.goldsberry@sparksmg.com