The selection of H+K follows a formal review. Informatica currently works with 10 agencies around the world, but plans to move all its global PR duties to H+K. Debbie O'Brien, VP of corporate communications at Informatica, declined to name the firms that would be affected by the consolidation.
Josh Reynolds and Amanda Groty, co-leads of the global technology practice, and US technology practice head Hadley Wilkins led the pitch for H+K. The agency will manage the account from its San Francisco and New York offices.
The WPP agency will be responsible for traditional PR and media relations, social and digital media, and creating infographics. H+K's work will span earned, paid, and owned media.
O'Brien said the company chose H+K for its 'depth of experience, and most importantly its creativity, enthusiasm, and new approach to look at Informatica'.
Informatica's biggest market is North America, but it also has a large presence in the EMEA region, particularly Germany, France and the UK. Asia-Pacific is also a growing region for the company, added O'Brien.
'Informatica is at an important inflection point as a company and the H+K team thrives on working with companies in transition that are willing to make big bets. We're going to use both social and traditional channels to help Informatica take the big data conversation to the next level in some surprising and compelling ways,' said Wilkins.
Informatica, which has more than 2,600 employees, provides data integration software and services.
This article originally appeared on PRWeekUS.com