PALO ALTO, CA: Enterprise software firm Tibco Software has dropped Edelman as its AOR after just a year, handing the account to boutique firm The Bateman Group. Billings were not disclosed.
"We were looking for a different kind of agency. We wanted something smaller, with more senior people," said Robin Stoecker, worldwide corporate communications director. "We needed an agency that could be a little more flexible and more focused on our business."
The company is perceived as a tech leader, added Stoecker. She wants to make sure it is also perceived as a market leader.
Stoecker sees an opportunity for that, thanks to the enterprise software market settling down.
As North America AOR, Bateman will initially focus on building the company's corporate brand, telling the business story beyond the technology.
Tibco's software helps customers integrate and manage other enterprise programs.