Palm Taps Citron Haligman Bedecarre as Agency

After Foote, Cone & Belding
Worldwide
(FCB) resigned the handheld computer company in the wake of
its win of giant Compaq Computer Corp.,
Palm Inc. has chosen Citron Haligman Bedecarre to take up the
torch for the 3Com spin-off.


FCB Worldwide had created the “Simply Palm” ads that positioned the
handheld devices as a tool for ordinary people — not just geeks — and
extolled their sleek design.


Palm has said it would outfit all of its handheld devices with Internet
access, so the new campaign will likely highlight the connectivity aspect
of the products.


The size of the account wasn’t disclosed, but Palm spent $127.7 for sales
and marketing in fiscal 1999.


“We are delighted to be working with Citron Haligman Bedecarre as we build
on our foundation as a handheld computing standard into a leading mobile
computing platform and provider of wireless Internet solutions and
services,” said Satjiv Chahil, chief marketing officer, Palm, Inc.


“Citron Haligman Bedecarre has a track record of building brands and new
market categories in dynamic and fast moving dot.com environments. They
played a key role in building the CNET brand and establishing Sony’s VAIO
505 Superslim notebook as an industry leader.”

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