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
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’
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
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