Siebel picks new AOR

SAN MATEO, CA: Enterprise software firm Siebel Systems today selected Bite Communications as its new US AOR. Siebel has been working with OnPR since January 2003.

SAN MATEO, CA: Enterprise software firm Siebel Systems today selected Bite Communications as its new US AOR. Siebel has been working with OnPR since January 2003.

"It was a very close race," said Steve Diamond, senior director of PR, adding that the other two finalists were Blanc & Otus and Edelman. "But Bite's ideas were very creative and they presented a very strong framework on how to execute on those ideas in a specific time frame. And there was just a natural chemistry between our two companies."

Burghardt Tenderich, Bite's North America GM, had been Siebel's VP of PR from April 2003 to February 2004. But Diamond said that had no bearing on the decision.

Bite will focus on various corporate and product initiatives over the next several months, as well as advancing Siebel's corporate reputation and helping prepare for a user conference in October.

"It's clear that there are a lot of growth opportunities for Siebel, as there is an increased focus on CRM capabilities," added Diamond.

Clive Armitage, Bite's CEO, said the agency already works with Siebel in Europe, the Middle East, and Africa, "so we know the size of the task in front of us, as well as the opportunity."

About eight to 10 people will work on the account, said Armitage, adding that the focus will be on making sure the technology and business communities, as well as the media, understand Siebel's customer relationship management, or CRM, offerings and leadership position, and "convey what that leadership position means."

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