Symbol Technologies taps Edelman as comms agency

HOLTSVILLE, NY: Symbol Technologies, developer of the now-ubiquitous bar code symbol, has named Edelman its global AOR, consolidating its low seven-figure account with one agency.

HOLTSVILLE, NY: Symbol Technologies, developer of the now-ubiquitous bar code symbol, has named Edelman its global AOR, consolidating its low seven-figure account with one agency.

The company worked with Euro RSCG Magnet for a little more than a year in the US.

"Our messaging was disconnected," said Erin Farrell, senior director of corporate communications. "It was hard to communicate the same message around the world."

Best known for its bar-code scanning products, the $1.6 billion company has been trying to build awareness of its mobile technology, including wireless networks, radio frequency identification [RFID], and data management.

The company has had products and services in place for a couple of years, said Farrell. But it had a tough time selling its mobility message and brand.

With corporate America steadily embracing mobile technologies, Symbol recognizes that it needs to be more visible in that market, she added.

Edelman will focus on brand building, product communications, and public affairs. The agency's New York office will lead the account, with offices in London and Singapore involved, as well.

Symbol developed the bar-code scanning technology upon its founding in 1975. New areas of growth include RFID, which retailers like Wal-Mart require suppliers to use. RFID tags automatically relay detailed information about packages to computers.

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