Start-up Critical Path taps indie firm McGrath Power

SAN FRANCISCO: Critical Path, an Internet start-up that went public last March, has selected Santa Clara-based McGrath Power over a field of more than a dozen PR firms competing for agency-of-record status.

SAN FRANCISCO: Critical Path, an Internet start-up that went public last March, has selected Santa Clara-based McGrath Power over a field of more than a dozen PR firms competing for agency-of-record status.

SAN FRANCISCO: Critical Path, an Internet start-up that went public

last March, has selected Santa Clara-based McGrath Power over a field of

more than a dozen PR firms competing for agency-of-record status.



The start-up company, which provides Internet messaging technology for

ISPs, Web portals and corporations, had worked with Alexander-Ogilvy

almost from its founding in 1997.



According to VP of corporate communications Judie Hayes, who inherited

AlexanderOgilvy when she joined last December, the decision to switch

agencies was ’a mutual decision made several months ago.’



McGrath Power, a medium-sized Silicon Valley independent, was originally

considered a bit of dark horse in the pitch, according to partner

Jonathan Bloom. Hayes, however, said she was won over by the agency’s

work with a few Critical Path partner companies, including Sina.com.



’When we met for the pitch, the chemistry between the two teams was

excellent from the beginning,’ Hayes explained. ’They have strong media

ties and they just ’get’ what we’re trying to accomplish.’



McGrath Power also signed Aladdin Knowledge Systems, an Israel-based,

publicly traded Internet security company, last week. Other companies on

the roster at the 32-employee, dollars 2 million firm include PUMA

Technologies, Moses.com and Wyse Technology.



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