NEW YORK Palm has shifted its global account to Young & Rubicam from AQKA after a review, the client confirmed.
The business includes traditional advertising, direct and interactive marketing, and media planning and buying, which WPP Group's Y&R will provide with help from sister agencies such as Wunderman.
Global spending is estimated at more than $25 million. In the U.S. alone last year, Palm spent nearly $15 million in major measured media, according to TNS Media Intelligence. In the first half of 2006, the U.S. figure was less than $5 million, per TNS.
The review also involved AKQA and a handful of other undisclosed shops, said sources. Y&R's San Francisco office, led by managing partner Penny Baldwin, will manage the account. AKQA, an independent agency in San Francisco, had handled the brand since 1999.
"The Palm brand in the Americas is synonymous with simple, elegant mobile computing. Now we want to make this recognition global," said Palm president and CEO Ed Colligan, in a statement. "Y&R is ideally suited to unleash the power of our brand in this exciting growth marketplace."
Palm, which is based in Sunnyvale, Calif., markets a range of products that includes Palm Treo "smart phones," handheld computers and Palm LifeDrive mobile managers. The company also sells software, services and accessories. Its competitors include Nokia and Research in Motion, which makes the BlackBerry handheld device.
"Palm is a great global brand and we're obviously delighted to be working with such a great company," said Y&R worldwide CEO Hamish McLennan.