DSW Picks Up Xircom

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.
“Xircom is in the process of investing significantly in … expanding its brand,” she said. “[DSW] has a proven track record of branding technology companies like Intel and Iomega.”
The client declined to comment on the budget.
Xircom makes PC Card products, which connect portable computer users to corporate networks, the Web and other online resources. DSW will create a branding effort tied to an undisclosed new product launch this fall.
“There is a lot of opportunity in terms of communications,” said Feld. “They have a lot to talk about.”
Separately, the agency has promoted Anneliese Shapiro to global account director on Iomega. She was previously an account supervisor.