Motorola is changing its marketing practices for its next set of handsets, according to this Ad Age interview with Casey Keller, chief marketing officer of the handset manufacturer. Motorola will keep its “Hello Moto” tagline as well as promote sub-brands like the Rokr and Razr. Perhaps the biggest change is behind the scenes, where Keller is “unraveling” the marketing model established by his predecessor. That model involved having a lot of agencies around the world—Keller has “returned to a more traditional agency relationship with “more focus” and “more longer-term partners—two to three agencies on a worldwide base who understand us”.

Considering the Motorola management team just survived a shareholder revolt I’m expecting all of them to be doing everything they can to pick up the sales of the handset giant. I quite liked the ad for the original Rokr, it’s a pity the music service was crippled on it.

Job Cuts: Analysts claim Motorola is also planning more job cuts, reports RCR News. “Motorola CFO Thomas Meredith indicated the company “would announce additional downsizing and restructuring”, most likely on May 30 or 31, ... Motorola would target cost savings “at least as large” as the $400 million the company cited when it announced 3,500 layoffs in January.”

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