U.S. Robotics Hires DPM for Brand Shift
DPM competed with three undisclosed agencies for the account. Billings were not disclosed. U.S. Robotics, Schaumburg, IL, did not have a dedicated agency since its independence from 3Com in 2000.
"We're actually helping them to reinvent their brand so that it's more relevant to this new area they're going into, broadband access and networking, which they think are going to be the growth areas for the company," said Brian Davies, vice president of marketing services at DPM.
The agency will handle advertising and direct marketing. The U.S. Robotics Web site also will be realigned to reflect the new brand positioning.
This win is expected to boost DPM's billings this year, up from $10 million recorded last year. Clients of the 15-year-old agency include Marconi Communications, Del Global Technologies, Motorola, SBC/Ameritech and Molex Inc., the world's No. 2 maker of electrical interconnects.
Direct marketing is expected to be key in reaching niche markets for U.S. Robotics. Its analog and broadband Internet access services will be pushed, as will its wired and wireless networks products.
Broadband service providers are a particularly valuable market for U.S. Robotics' DSL modems. Mail is ideal to reach them since it is a limited audience, Davies said.
"They're also interested in establishing new ties with value-added resellers, and these are companies that reach small and medium businesses for their networking products," he said.
The ad campaign breaks in the fourth quarter. A new tagline has already been created: "Ready. Set. Connect."
"It's meant to connote their positioning that they're the easier to use out-of-box experience in this category," Davies said. "We feel that it has applications across the brand."