Foote Cone & Belding London has been appointed lead European agency
for the network’s new global dollars 80 million client, 3Com
Corporation. A media buying pitch is expected to be held in the new
year.
European billings on the new account are likely to be about dollars 20
million, with half of that sum being spent in the UK. FCB Chicago and
FCB Hong Kong are the other two regional hubs that will work closely
with the lead office in San Francisco.
Chris Rendel, FCB London’s chief executive, said: ’We are really proud
to be working with 3Com. It is a world-class company, which has an
enlightened approach to marketing and advertising, and we are delighted
to play our part.’
The FCB network has been appointed to develop an integrated global
marketing programme, including direct marketing, sales promotion, online
media and above-the-line advertising. Media buying for the next three
months will be handled by the independent, Smith & Jones.
Luisa d’Aprano, 3Com’s marketing services manager for Europe, said: ’We
chose FCB because it is equipped to build and to extend the 3Com brand
across a new set of markets and audiences, following our merger with US
Robotics.’
As a result of this merger, 3Com is accelerating its global marketing
and taking a fresh look at the consumer market in preparation for the
launch of the Palm Pilot, an updated version of the Psion organiser.
’We prepared a list of ten criteria including hi-tech experience, global
reach, interactive and online expertise. We made a shortlist, and then a
decision,’ said d’Aprano, who refused to name the other shortlisted
agencies.
