3 Agencies Vie For Logitech’s Global Account

Logitech Group, a maker of computer accessories, is talking to a trio of agencies here about its estimated $4-10 million global account.
Logitech executives confirmed Leagas Delaney, Black Rocket and Ingalls Moranville as finalists for the business. The winner will handle creative duties in the U.S. and overseas as well as media planning in the U.S.
The client initially contacted eight West Coast agencies. The three finalists are slated to make creative presentations early next month, with a final decision expected in mid-June, said Stephanie Schweighofer-Jones, the company’s vice president of corporate marketing, who is overseeing the review.
“In past reviews, we have focused on strategic planning, media services and global experience. This time, we focused only on creative abilities,” Schweighofer-Jones said. “The winner will also need to be tech-savvy and excited by the possibilities of our products.”
The Fremont, Calif., company “terminated” its former agency, Young & Rubicam’s San Francisco office, earlier this year, Schweighofer-Jones said.
Austin McGhie, president and chief executive officer of Y&R, San Francisco, said one factor in the split was that Logitech did not reach the $5-10 million in ad spending the agency was expecting.
Logitech spent about $2 million on U.S. consumer advertising in 1997, according to Competitive Media Reporting. The company generally spends as much in Europe as it does in the U.S., said Schweighofer-Jones.
With $413 million in sales last year, Logitech is the world leader in computer navigation devices, including mice, digital video cameras, touch pads and joysticks. The 17-year-old company supplies its products to personal computer makers and directly to consumers in 100 countries.
The company recently told analysts it expects a 20-30 percent increase in earnings this fiscal year, according to industry reports.
–with Jane Irene Kell