3Com Corp. named Foote, Cone & Belding as global agency on its $80 million account, as expected, with the mandate to create a unified image for the fast-growing modem and networking products marketer.
3Com picked FCB after considering McCann-Erickson Worldwide, J. Walter Thompson Worldwide, Saatchi & Saatchi and Y&R Advertising. The account will be based in San Francisco with support from Chicago and London as well as the Hong Kong office, which won 3Com's Asian account about four months ago.
The modem and networking products account was split among multiple agencies. Poppe Tyson, Mountain View, Calif., had the corporate and product account. Leap Partnership, Chicago, handled creative for 3Com's Personal Communications Division, with media for that division at Focus Media, Santa Monica, Calif. Martha Felt Group, Salt Lake City, had the Megahertz modem division.
3Com's global budget includes a doubling of Internet spending to $10 million; 3Com will work with FCB parent True North Communications' Modem Media, Westport, Conn. 3Com also may use FCB Direct and True North's Impact for sales promotion.
VP-Corporate Marketing Jerry Johnston said 3Com hopes to do a print and possibly TV brand campaign in addition to product ads; FCB's work should break in the first quarter.
Copyright October 1997, Crain Communications Inc.