3Com lines up agencies to pitch for pounds 30m global task

3Com, the technology giant that recently spun off its Palm Computing subsidiary, is talking to agencies about its global advertising account, currently held by FCB Worldwide.

3Com, the technology giant that recently spun off its Palm

Computing subsidiary, is talking to agencies about its global

advertising account, currently held by FCB Worldwide.



The company is understood to have shortlisted Ogilvy & Mather, Lowe

Lintas & Partners and BBDO Worldwide to pitch against FCB for the

account, which is estimated to be worth about pounds 30 million.



It is understood that 3Com is looking to reassess the way its network

operates now that Palm is no longer part of the picture. The company

hired a new vice-president of marketing, Jan Soderstrom, at the end of

last year.



Under Soderstrom, 3Com will attempt to position itself as an e-commerce

company rather than a manufacturer of hardware products such as modems,

switches and routers.



The account is run centrally from San Francisco. One executive close to

the business said that the 3Com account was a ’considerable head-ache’

for FCB.



In the UK, ads run in the specialist press. The ads are created in the

US and then adapted to the UK market under strict guidelines, according

to a Banks Hoggins O’Shea/FCB insider. The agency is responsible for

3Com’s above- and below-the-line communication in the UK.



Media, handled in most markets by Optimedia, is unaffected by the

review.



3Com launched a dollars 100 million global press and television relaunch

campaign in 1998. The work used the strapline ’More connected’, the

first work from FCB following the account’s consolidation at the end of

1997.



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