FCB London becomes 3Com’s lead European agency

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.

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.



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