FileNET replaces C&B with Ink for a fresh PR outlook

COSTA MESA, CA: FileNET has ended its five-year relationship with Copithorne & Bellows and filled the PR void with the Kansas City, MO-based Ink. The account is reportedly worth over dollars 500,000.

COSTA MESA, CA: FileNET has ended its five-year relationship with Copithorne & Bellows and filled the PR void with the Kansas City, MO-based Ink. The account is reportedly worth over dollars 500,000.

COSTA MESA, CA: FileNET has ended its five-year relationship with

Copithorne & Bellows and filled the PR void with the Kansas City,

MO-based Ink. The account is reportedly worth over dollars 500,000.



The ’amicable divorce’ between FileNET, a document management software

provider, and C&B (now part of the Porter Novelli Convergence Group)

happened suddenly, capping a marketing overhaul in preparation of

forecasted industry consolidation.



FileNET corporate marketing VP Brian Anderson said that C&B’s

traditional PR approach no longer fitted the company’s needs.



’The scattergun approach is past,’ he said. ’We are not a mainstream

product - classic PR techniques haven’t given us what we’re looking

for.’



Anderson added that the split had nothing to do with C&B’s recent merger

with PN.



FileNET did not conduct a formal firm review, but chose Ink after agency

CEO Dick Grove approached the company in December. Ink’s ability to

target high-level press won over Anderson and the in-house PR staff.



’We are at a point where we can bring the bulk of PR back in-house,’

Anderson said. ’But we need Ink’s support in areas we are not

comfortable in, such as the high-business-value media.’



Anderson declined to disclose the size of FileNET’s in-house PR staff

but said it is in proportion to the company’s overall size, which

numbers 1,700 employees worldwide.



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