Recording $5.3 billion in sales in 2014, Arris is the world’s largest provider of cable TV routing and set-top-box modems. Until recently, though, its advertising focused on business-to-business. But in 2013, the company bought Motorola’s home unit, which included Motorola’s phone and cable groups, from Google for $2.35 billion. Because of the acquisition, the B2B-focused Arris “had to quickly figure out how to build up brand equity,” Coppock said.
The brand also was approached about promoting diversity through sponsorship of Suarez, a Mexican driver, by Carlos Slim Domit, chairman of the Mexican conglomerate Grupo Carso and the son of Carlos Slim, one of the richest men in the world. The elder Slim is chairman and CEO of América Movil, a telecommunications company headquartered in Mexico City that is Arris’ biggest international customer and one of the largest mobile-network operators in the world.
Since Arris has placed a high value on the Latin-American market, it decided to accept the younger Slim’s pitch and back the rookie Suarez.