General Magic in TSI consolidation

SUNNYVALE, CA: General Magic, which this summer launched a new consumer Web service called myTalk, has announced the hiring of TSI Communications as its PR firm of record.

SUNNYVALE, CA: General Magic, which this summer launched a new consumer Web service called myTalk, has announced the hiring of TSI Communications as its PR firm of record.

SUNNYVALE, CA: General Magic, which this summer launched a new

consumer Web service called myTalk, has announced the hiring of TSI

Communications as its PR firm of record.



Prior to last week’s appointment of TSI’s San Francisco outpost, General

Magic’s PR had been divvied up between Cunningham Communications and The

Financial Relations Board, according to PR director Judy Radlinsky.



But the company’s recent shift toward consumer technology, coupled with

Radlinsky’s familiarity with TSI’s work on behalf of IBM, led to the

switch.



’The decision to consolidate the account within TSI’s Digital Consumer

Practice seemed like the best fit,’ she explained.



The account’s value was not disclosed, but Radlinsky called PR a ’key

component’ in the marketing plans for myTalk, which offers consumers

free voice-activated access to e-mail and voice mail. On the other side

of the marketing coin, General Magic also hired Young & Rubicam to

handle the myTalk advertising.



Headquartered in New York, TSI boasts about 30 employees in its South

San Francisco office, which billed about dollars 3 million in 1999.



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