Micro Focus replaces nine-year incumbent Brands2Life with Racepoint Group

Racepoint Group has won a retained PR brief for UK software group Micro Focus.

Micro Focus: brings in Racepoint Group
Micro Focus: brings in Racepoint Group

The agency won the brief, which covers corporate PR, IT and market sector-based work, in a four-way competitive pitch.

The win followed a six-week, two-stage process, with incumbent of nine years, Brands2Life, not repitching for the account.

The company said it chose Racepoint because of the agency's 'understanding of the business and its proven success in raising the corporate profile of British technology brands'.

Micro Focus CMO Jim Cassidy commented: ‘We are entering a new era for Micro Focus that involves new brand positioning and a new marketing strategy. Our search for a new PR partner reflected that and the need to find a company that could provide us with a proactive team of people, client references that put their capabilities beyond doubt and creativity that will meet the demands of a re-energised marketing thrust.’

Cathy Pittham, Racepoint Group MD Europe, added: 'Working with Micro Focus gives us the opportunity to move the needle in terms of matching a re-invigorated reputation to the company’s newly focused marketing plan. We are very excited to start working with the team there.'

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