Motorola – Needing a B2B Agency that Understands Channel Marketing
While Motorola spends a lot of money to market its brands, they brought RSW/AgencySearch for a very specific need they had: improve the marketing/sales materials used by their sales teams.
The Global Marketing team at Motorola’s Psion (computer peripherals) division was under increasing competitive pressure from low end offerings worldwide. The goal of the search was to find an agency that could develop a comprehensive multi-touch marketing campaign using various marketing vehicles along with accompanying materials for the Global Marketing Teams targeting 6 global markets (France, Italy, Germany, Spain, Latin America, and the United States).
Motorola needed a partner that could bring global B2B experience to the table – specifically in the peripherals space. They also needed an agency that had dealt with similar problems their brand was facing as they believed that there was value to be gained by working with an agency with like experiences.
RSW/AgencySearch spoke with over 15 agencies, qualifying them on a number of business criteria. The search was narrowed down to a list of 7 that received the RFI. Of the 7, 3 were chosen for a final pitch presentation and in the end, global independent Moveo was selected to manage their business.