Siemens Makes Southwest Calls

Initiates Review for Cordless Phones; N.C. Incumbent Will Defend
DALLAS–Siemens Communications Devices is mounting a review of its $5-10 million account.
The Austin, Texas, maker of cordless phones said last week it had invited its current partner, Long Haymes Carr in Winston-Salem, N.C., to participate in a review that will be concentrated in the Southwest. LHC was the agency of record for Siemens prior to the recent name change and product reorientation. A decision is expected by Oct. 1.
“We’re still solidifying the list, trying to make some phone calls and screen people out,” said Karen O’Brien, senior public relations manager at Siemens.
O’Brien declined to identify the Austin consultant Siemens has hired.
Previously, the company was known as Siemens Wireless Terminal, was based in Richardson, Texas, and produced cellular telephones. Last year the company moved to Austin and switched to the manufacture of cordless models.
The winning shop will be charged with developing a marketing strategy and creative work for the client’s new phone systems, scheduled for release this fall.
“Eventually, the whole family [of systems] will be handled by the agency, but initially it will be responsible for the product launch,” said O’Brien.
That product range includes what the company said is the industry’s only “expandable” cordless phone, meaning that up to eight handsets can operate from a single base unit.
Siemens markets its products primarily through print advertising in professional publications to reach small business, home office and residential customers.
“We haven’t done TV or outdoor because we’re concentrating on the home office, but we’re going to be expanding on that,” said O’Brien.
The Austin company is a wholly owned subsidiary of Siemens Corp., the U.S. division of Siemens AG in Germany.