INTERNATIONAL NEWS: Palm taps Jeffrey for 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.

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

year.



The Jeffrey Group boasts offices in Argentina, Brazil, Chile, Colombia,

Peru, Venezuela and other regional markets.



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