3Com Corp., Santa Clara, Calif., awarded its $100 million global brand assignment to Lowe
Lintas & Partners, New York. Finalists in the review included incumbent FCB Worldwide, San Francisco; and New York shops Y&R Advertising and Ogilvy & Mather. The networking company is looking to rebrand itself, focusing on the consumer networking market and the small and midsize business segment, said Jan Soderstrom, senior VP-worldwide marketing. 3Com will seek to position itself as an approachable brand with easy-to-use technology that makes people's lives better. A campaign will start in mid- to late June in North America and key European markets. The $100 million figure represents a 40% to 50% increase in the company's ad budget. 3Com's newly spun off Palm subsidiary remains with FCB.
Copyright April 2000, Crain Communications Inc.