Agency Chosen for $15-20 Mil. Account
CHICAGO–Handspring, maker of handheld computers, selected Leo Burnett here as agency of record for its $15-20 million account, company officials said.
The Mountain View, Calif., company began contacting agencies last month after splitting with Butler, Shine & Stern in Sausalito, Calif. [Adweek, April 17].
A company official confirmed the choice of Burnett but declined to offer details. Burnett representatives did not return calls seeking comment.
Butler, Shine & Stern introduced Handspring’s flagship product, Visor, last year with teaser ads highlighting the product’s Springboard expansion slot. The series of ads, which showed hands making gestures such as a Vulcan “V” salute, culminated with an open hand and the headline, “Hi.”
Handspring was created in 1998 by Jeff Hawkins and Donna Dubinsky, former executives with 3Com’s Palm Computing division (now independent company Palm Inc.), maker of the PalmPilot handheld computer.
Palm last week named Citron Haligman Bedecarrƒ in San Francisco its agency.
The Visor was initially sold only through the company’s Web site, but has recently jumped to retail stores like Best Buy, Comp USA and Staples. The company has filed to raise $300 million in a public offering later this year.
When Butler won the account last year, billings were estimated at $15-20 million. Spending could increase as the company aims to compete in the increasingly crowded handheld computer arena. K