MIAMI: Hand-held computer giant Palm has chosen The Jeffrey Group over a handful of firms - reportedly including Ketchum and Burson-Marsteller - to manage its PR in Latin America.
MIAMI: Hand-held computer giant Palm has chosen The Jeffrey Group
over a handful of firms - reportedly including Ketchum and
Burson-Marsteller - to manage its PR in Latin America.
Palm, recently spun off from computer giant 3Com, started a review of
its PR agencies almost immediately following the split (Burson is 3Com’s
agency of record in Latin America and was thus technically the incumbent
for the Palm account). Though the size of the contract was not
disclosed, Latin American PR insiders placed its value at more than
dollars 100,000 a year.
According to Jeffrey Group president and CEO Jeffrey Sharlach, the
agency’s main challenge in the region is to raise awareness for Palm’s
products and to position the company as a distinct entity from 3Com.
’The region offers enormous potential for Palm, since home PCs are not
as commonplace in Latin America as they are in the US,’ Sharlach
explained. ’People in the region will jump into the computer and
Internet era with a hand-held device.’
Until recently, The Jeffrey Group served as Shandwick’s Latin American
affiliate. However, the agency parted ways with Shandwick following
Interpublic’s purchase of Argentine firm Nueva Comunicacion earlier this
The Jeffrey Group boasts offices in Argentina, Brazil, Chile, Colombia,
Peru, Venezuela and other regional markets.