DSW Picks Up Xircom

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PC Card Maker to Put $20 Mil. Into Branding
LOS ANGELES–Euro RSCG DSW Partners, Salt Lake City, has landed the estimated $20 million Xircom account after a review of undisclosed agencies.
Lori Feld, newly appointed vice president, account director at the agency, will head up the global business.
DSW prevailed over two undisclosed finalists, according to Renee Bader, vice president of worldwide marketing for the Thousand Oaks, Calif.-based technology company. USWeb/CKS, Santa Clara, Calif., previously handled the business.
Bader said three key factors led to DSW’s selection: the agency’s global capabilities and experience in the category, and the similar corporate cultures at the two companies.






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