Motorola Taps Creative Artists Agency.

Motorola, Inc., building on its highly successful two-year outreach campaign within the entertainment industry, has retained Creative Artists Agency (CAA) to develop integrated marketing programs that leverage entertainment properties to build its brand and drive product sales.

“Entertainment has more influence than ever on how people think about brands and products,” said Geoffrey Frost, Vice President, Consumer Communications, Motorola Personal Communications Sector. Referring to David Pinsky, director of Entertainment Marketing for Motorola’s Personal Communications Sector, Frost added, “David’s management of our efforts and presence in Hollywood has yielded a consistently outstanding return on Motorola’s investments in entertainment. Given CAA’s expertise and reach across the film, television and music industries, they are the ideal strategic partner to help us maximize these investments in brand integration in North America and around the globe.”

“In a saturated marketplace, capturing consumers’ attention and influencing their attitudes and behaviors is ever more challenging,” Pinsky said. “Success means immersing the Motorola brand into popular culture and making it a part of our consumer’s lives. CAA’s role will be to evaluate, identify and create opportunities that leverage the passion people reserve for their favorite entertainment, and then help us integrate these into programs that complement Motorola’s marketing efforts.”

“Like telecommunications, entertainment is an increasingly important part of our day-to-day lives, and an increasingly important part of how marketers connect with and influence their audiences. Working with Motorola is a terrific opportunity to help instill one of the world’s great telecom brands even deeper into popular culture,” said CAA’s Roger Fishman, who was recently appointed to lead the agency’s consulting division.