Co-branded advertising for Motorola and AT&T Wireless utilizing MDF / co-op funds
Situation In 2002 Motorola had a strong brand and was aggressively investing in the “Hello Moto” campaign, while AT&T Wireless was aggressively investing to compete against other carriers and launch their mobile app store. With multi-million-dollar coop budgets and conflicting brand objectives it became increasingly difficult for the two companies to develop channel marketing programs that met the needs of both brands. My leadership challenge was to ensure both Motorola and our leading customer, AT&T Wireless, had their brand and business directives met. This was no small challenge.
Leadership Through my deep understanding of AT&T Wireless and leveraging a strong relationship with the Motorola sales team, I quickly discovered that both companies utilized Ogilvy and Mather New York as their advertising agency. With this insight, we redefined how the marketing funds could be utilized and included the unique (unprecedented) formation of a joint advertising team that included creative directors from both brand teams. This new team was tasked with integrating the brand essence of both companies and developing a creative approach, and series of campaigns, that could be leveraged to develop sell-through campaigns for the dealer channel (direct and indirect).
Results A spectrum of 20 creative approaches was developed to provide both clients with the ability to migrate towards a common theme. I worked with AT&T’s team to compromise on approach and approval for a balanced creative direction, one that clearly contained elements from both brands and one that I could have approved by Motorola’s marketing management. Next, I worked with the creative team to develop a series of marketing campaigns (TV, newspaper, radio, out-of-home, direct mail, point-of-sale, and consumer promotion) and secured AT&T Wireless’s approval of all elements including the final media plan for delivery. This new approach was leveraged for over a year to launch multiple products and was foundational to preserving Motorola’s market share within AT&T Wireless.