Applied wins Wind River, Epiphany to push brand values

SAN FRANCISCO: Epiphany and Wind River have both hired Applied Communications to provide PR services.

SAN FRANCISCO: Epiphany and Wind River have both hired Applied Communications to provide PR services.

For domestic PR work at Epiphany, Applied replaces Blanc & Otus. The company will continue to use Blanc & Otus for its PR efforts in the UK.

"We wanted a PR firm that brought a good combination of aggressive PR, research, and strategy," said Jeff Pulver, Epiphany's EVP of marketing.

"We see PR as a strong competitive weapon."

Everything from the technology to the politics in the CRM space is changing, said Pulver, and Epiphany, as a challenger brand to companies such as Siebel Systems and SAP, wants to be at the forefront of that change.

"We haven't done much advertising because I'm a big fan of PR," said Pulver. "Telling the story through PR is a much more effective way to reach your audience of influencers."

Wind River, a provider of embedded software and services for hi-tech devices, will kick off its relationship with Applied with a branding campaign.

"We're not taking this branding issue lightly," said Gayle Semrad, senior director of corporate marketing at Wind River. "A brand is about a promise, and a promise kept. And we want consistent communications of what that promise is to our customer base."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.