Google-owned Motorola has been unveiling its new Moto X smartphone with enticing details about a $500m ad budget.
This rather pales in comparison to Samsung’s $4bn and Apple’s $1bn plus but Motorola’s $500m is for just one product.
And the agency in prime position for this US – and ultimately global – ad bonanza is Droga5 New York.
Droga isn’t saying anything but sources in New York say the agency is currently working on the launch ads. The Moto X (left, chatting to Google chairman Eric Schmidt) has already won some rave reviews as it’s deemed to be the first smartphone that’s properly voice-activated, with a much better system than Apple’s clumsy Siri offering.
Google has also, cleverly, made it the first Android-powered phone to upgrade automatically, unlike other Android phones from HTC and Samsung. It is certain to be competitively-priced too as Google is happy to work on lower margins than Apple.
Droga5, founded by former Saatchi & Saatchi global CCO David Droga (left), has established a formidable reputation for both creativity and innovation a few short years. Crucially though the agency also seems able to establish enduring relationships with its clients (which not all hot shops do) who include Coca-Cola, Mondelez and Puma.
The agency recently announced the sale of a 49 per cent to Hollywood’s WME talent agency and production house, money which will help it expand around the world.
Droga5 recently the formation of a London office although we’re still waiting for news of the first accounts. Moto X is likely to be one of the first.
Media is likely to be handled by WPP’s Mindshare.