Siemens Wireless Narrows Search To 7 Shops; Decision Expected Soon

DALLAS-Siemens Wireless Terminals in Richardson, Texas, will select one of a group of seven agencies-including two West Coast shops-to handle its first general market image account, estimated at $7-10 million.
Euro RSCG Dahlin Smith White in Salt Lake City and Wolfe/Doyle in San Francisco are among the finalists.
Dahlin Smith White was among six of the seven agencies to make presentations to the client last week. The other five were Publicis/Bloom in Dallas; Ackerman McQueen in Irving, Texas; McGarrah Jessee in Austin, Texas; The Martin Agency in Richmond, Va.; and Long Haymes Carr in Winston-Salem, N.C.
Wolfe/Doyle, a roster agency that handled Siemens Wireless trade advertising, was not required to present.
The finalists were selected from “18 or 19” shops from around the country that submitted capabilities by the Sept. 19 deadline, according to Siemens advertising manager Brian Renaud.
The company heard presentations at its offices last week and may arrive at a decision as soon as Oct. 10, Renaud said. If one of the presentations stands “head and shoulders” above the rest, a choice could be made sooner, he added.
The winner will develop a new branding account for Siemens’ fall launch of its inaugural digital phone products, with assignments in TV, radio and print. Existing trade work will also be included for the 2-year-old unit of Siemens Business, Santa Clara, Calif.
Each of the agencies boasts a background with high-tech or wireless accounts.
Dahlin Smith White is best known for its Intel work, while Long Haymes Carr handles BellSouth PCS. Ackerman has done both retail and imaging assignments for Southwestern Bell Mobile Systems, and Publicis/Bloom is Cellular One’s longtime branding agency. Martin works with 360 Communications, formerly Sprint Cellular.
Prior to founding 1-year-old startup McGarrah Jessee, principals Mark McGarrah and Bryan Jessee were asked to lead the SBC Communications account at their former shop, GSD&M in Austin.
Siemens public relations manager Kristine Ryan has said the selected agency’s initial work will focus on Siemens’ new phone products, with image advertising slated for the future.