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Logitech Taps Collaborate to Tout PC Components

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Drawing on the high-tech experience of its staff, the agency Collaborate has won Logitech's estimated $5 million ad account and will design a global campaign for the company's computer mice and keyboards.

The 21-year-old client, based in Fremont, Calif., awarded the business after a review that included Bam! in Austin, Texas; Foote, Cone & Belding in San Francisco; and Euro RSCG Tatham Partners in Salt Lake City.

Hans Ullmark, Collaborate's chairman and founder, said the 20-person San Francisco shop was chosen in part because many of the staffers who participated in the pitch have worked in various areas of the tech sector.

"This account is perfect for the agency because it's a consumer product with a tech bent, and it's global," said Ullmark, who worked on Microsoft at Anderson & Lembke, San Francisco, before that shop was acquired by McCann-Erickson. The pitch team also included director of client services Bill Delaney, who worked on Apple at TBWA\Chiat\Day in San Francisco, and Robin Raj, who has experience with consumer brands such as Levi's.

"If you look at our group, we have a strong history in markets where PC users are the audience," Delaney said. "We also have a consumer background, and Logitech considers their products to be for consumers as much as home appliances."

"All the finalists were strong, but the chemistry between Logitech and Collaborate was the best," said Beth Hopwood, director of advertising and direct marketing for the client. "They really understood who we are in the marketplace."

Ullmark said Collaborate presented a strategy that played on consumers' relationships with their computer components. "The [mouse and keyboard] aren't just peripherals," he said. The shop presented three creative executions in the final round of the review, he added.

The push behind Logitech's product line comes at a time when the client is gearing up for additional com petition from Microsoft, which is focusing more on the computer component category. "Logitech is the No. 1 player in this market. Micro soft has decided they are going to re design their products and be aggressive, and Logi tech has to be ready for that," Delaney said.