Cunningham set to grab dot-coms

PALO ALTO, CA: Silicon Valley’s largest firm has finally decided to enter the dot-com race.

PALO ALTO, CA: Silicon Valley’s largest firm has finally decided to enter the dot-com race.

PALO ALTO, CA: Silicon Valley’s largest firm has finally decided to

enter the dot-com race.



Cunningham Communications, known for its long-standing relationships

with corporate hi-tech players like Cisco, last week announced a

restructuring that effectively splits the agency into several individual

companies - two of which will specialize in serving Internet

start-ups.



Under the new organization, Cunningham becomes a parent company for six

independently operated units. Four of these new companies - Cunningham

PR, Brand Momentum, Momentum Research and InMomentum - are simply

formalizations of existing practice areas. However, two of the newly

created groups, the Austin-based Cunningham Ventures and San

Francisco-based Fifth Gear, represent a radical shift for the firm,

which has been slow to toss its hat into the Internet start-up

arena.



’Both are geared toward working with the dot-coms in their local

geographies, and both will be experimenting with different economic

models,’ such as a mix of cash and equity for service, said chair and

CEO Andy Cunningham.



She confirmed that the announcement signaled a shift toward aggressive

expansion and away from her firm’s history of fairly conservative

growth.



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