Motorola's brand marketing has been completely reinvented over the last 2 years, with specific focus on the all-important youth market. This audience drives both handset replacement revenue (having the most up-to-date phone) and aftermarket sales (tones, graphics, games). Furthermore, this is the audience younger kids aspire to, and older consumers are inspired by.Until recently, Motorola's websites across the world existed to deliver direct sales. Marketing input was ad hoc and happened locally, resulting in websites delivering inconsistent or unremarkable brand and product communication. The organisation used the web in a fragmented way, with limited focus on the marketing opportunities it provides.Wunderman's primary objective is to align offline and online brand communications. We have to deliver a personality for the brand within the confines of a templated website, and we need to deliver rational product content in a compelling way.The current hellomoto.com website is the first stage of the integration, focused on providing compelling production information. Stage 2 will see the addition of 'experiential' marketing communication content, and Stage 3 will provide a fully integrated, rich, globally cohesive but locally relevant marketing and transaction plaform that delivers differentiation for the brand online and, just as importantly, added value for the business.