Cadence goes from three agencies to Text 100

SAN JOSE, CA: Cadence Design Systems has consolidated its North American agencies from three down to one, selecting Text 100.

SAN JOSE, CA: Cadence Design Systems has consolidated its North American agencies from three down to one, selecting Text 100.

Cadence previously worked with Eastwick Communications on business press, the Hoffman Agency on trade press, and MCA Communications on Cadence's involvement with the X Initiative, a group of companies focused on developing a new interconnect technology.

Text 100 presented the best mix of creative ideas and an understanding of the company and where it wanted to go, particularly its desire to grow beyond the electronic design automation [EDA] market, said Adolph Hunter, its group director of corporate communications.

Hunter also cited Text 100's mix of communications capabilities, including IR and analyst relations.

The $1.1 billion company sells software and services used to design chips and other electronic equipment.

Hunter said while the previous incumbents were doing a great job, he felt Cadence would be best served with one agency in North America, and started the search in July. After initially looking at 30 agencies "on paper and at their websites," Hunter sent the RFP to 18 agencies, including the three incumbents.

Along with Text 100, the other finalists were Brodeur Worldwide, Citigate Cunningham, and Hill & Knowlton.

Hunter said he has beefed up Cadence's in-house PR team for product PR, so Text 100 will focus predominantly on corporate PR. Text 100 will be able to help Cadence reach beyond its normal EDA audience, he said.

In May, former Intel SVP Michael Fister joined Cadence as president and CEO. Fister was GM of Intel's enterprise platforms group.

"There's a lot of interest in what the company's new CEO is going to do," said Steve Astle, an SVP in Text 100's San Francisco office. "So a lot of what we are going to do initially is help investors, customers, employees, and the industry at large understand where the new CEO is going to take the company."

While Hunter declined to reveal the size of the account, Astle said about eight or nine people would work on it.

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