• Ad Age, Tuesday, October 16, 2007 10:31 AM

As Nokia pushes hard to build on its global market share dominance and Apple's iPhone shakes up the handset business, Motorola is moving to restructure its marketing, changing everything from its agency alignment to its internal organization. CMO Casey Keller says the company has abandoned a plan to allow Omnicom Group to lead agency relationships, instead finalizing a new agency alignment for consumer-directed marketing.

WPP's Ogilvy & Mather, currently Motorola's shop for Latin America and Asia, is being looked at for more work here and in Europe. Keller also plans to sign up two to three "creative hot houses" for project work. The first hired was Mother, New York and London, which will handle music devices and some other projects. Keller is also looking at his company's $200 million to $300 million global media account, although incumbent MindShare seems to still have the upper hand.

"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 both the B-to-B and B-and-B-to-C marketing communications efforts," he says.

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