WYSE TECH REVIEWS ACCOUNT; PONDERS CONSUMER AD PUSH

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Wyse Technology, preparing for its play in mass-market World Wide Web machines, plans to review its ad account as part of an evaluation of communications strategies.

Wyse this month will decide how much emphasis to put on consumer marketing and whether to have separate strategies for consumer and business communications, said Kate Lynch, who joined Wyse in late June as director of worldwide corporate communi-cations.

The marketer then will begin a formal agency review on what observers say could be an $8 million to $10 million account.

Wyse parted earlier this year with Hodskins Simone & Searls, Palo Alto, Calif.

The company, a marketer of business computer terminals, is hoping for incremental sales by repackaging one of its machines as a low-cost consumer Internet access device.

`INTERNET TOASTER'

"It's the $500 black box, the Internet toaster," Ms. Lynch said.

Wyse is looking at different ways to distribute its Winterm machine to consumers. One method it's pursuing is to let Internet service providers lease the box for $50 a month.

Also under consideration is how much of a consumer marketing push to make and how to divvy up the communications budget.

"We are evaluating corporate positioning and the communications strategies across the board," including advertising, public relations and Internet marketing, Ms. Lynch said.

PRELIMINARY TALKS

The marketer is holding preliminary talks with a handful of northern California business and consumer ad agencies, she said, and is open to being contacted by others.

PR agency McGrath/Power, Santa Clara, is doing a "stellar job," Ms. Lynch said. "We are not looking to change out of that at the moment."

Ms. Lynch, former chief executive of Web developer Strategix, has brought in that Sausalito company to work on a short-term Web project while Wyse evaluates long-term Internet strategies.

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