The mobile phones and accessories firm handed Black Cat the task from immediate effect, after a three-way pitch. It will focus on developing DM and promotional work for Motorola accessories, including desktop chargers and
wireless headsets.
The brief is an important one for Motorola, which along with other mobile phone makers is having to explore ways of generating incremental spend beyond initial handset purchases.
Last month, Motorola launched a build-your-own-phone concept called Motomorph, as first predicted in Marketing (July 25).
It wants to challenge Nokia鈥檚 dominance of the handset market among younger consumers by allowing people to create their own phone look, such as the shape of the cover, the screen type and pieces of software, around a skeletal piece of hardware.
Motomorph forms a critical part of Motorola鈥檚 attempts
to engage with a youth audience, alongside initiatives such as its sponsorship of the Isle of MTV European dance music tour.
According to figures from Gartner Dataquest, Motorola鈥檚 16% share of the global handset market is less than half that of Nokia, which has a 35% share.
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