Meet Andrew Morley, Motorola

Andrew Morley is vice-president of marketing, Europe, Middle East, Africa, Russia and Asia, for Motorola

Andrew Morley is vice-president of marketing, Europe, Middle East, Africa, Russia and Asia, for Motorola
Andrew Morley is vice-president of marketing, Europe, Middle East, Africa, Russia and Asia, for Motorola

Brands controlled?
Motorola, Hello Moto, RAZR and AURA.

What are your main priorities over the next 12 months?
To continue to redefine the mobile phone market.

Agencies used?
Mindshare, Ogilvy and AKQA.

What are the main criteria you use when selecting an agency?
We need agencies that can keep up with the pace of the industry and stay one step ahead of the future. Has the economic climate had an impact on your marketing activity? We are now more focused on return on investment.

What role will media play in pos-itioning the firm in 2009/2010?
Smaller budgets call for larger creativity. Brilliant cut-through activities are rarely big on budget, but, instead, they are big on imagination.

What has been your most enjoyable campaign to date?
"A Return to Artistry" for the launch of AURA, the Motorola luxury handset made with sapphire crystal and breathtaking engineering. Each one is handcrafted and it is a fabulous, authentic luxury story, building on Motorola's 80-year engineering history.

How has your career background prepared you for your current role?
Ford gave me a great marketing background for the first eight years of my career and I had the opportunity to work on the Steve McQueen Puma launch as marketing director. During five years as sales and marketing director at Sky TV, I helped increase the business from three million to more than seven million subscribers and worked with "stars" such as Nick Howarth (now at CHI).

I then set up Cable and Wireless broadband and worked with the legendary Robin Wight at WCRS. Harrods was a great year learning "luxury" before moving back in to a technology business. I am now in my third year at Motorola and loving every minute of it.

Send profile suggestions to: arif.durrani@haymarket.com

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