Makovsky hired by CeBIT to handle PR for next tech show

NEW YORK: CeBIT America, an IT trade show and forum, has picked Makovsky & Co. to help with PR for its 2004 show this spring. CeBIT America worked with Edelman for its first show last year.

NEW YORK: CeBIT America, an IT trade show and forum, has picked Makovsky & Co. to help with PR for its 2004 show this spring. CeBIT America worked with Edelman for its first show last year.

"PR with a world-class event program like CeBIT America is a year-round effort," said Mark Dineen, the show's managing director. "It's so much more than just press releases. We're taking part in content development programs for our various audiences. We're pulling together media and analyst briefings on new products and services exhibitors are planning. We're analyzing trends and arranging update conference calls for the months before the event, and a large in-person briefing for the press to take place the morning of the show opening."

CeBIT America tapped Makovsky because of the agency's "nimbleness and strength." Dineen said he was looking for an agency that would be a content and relationship development partner, who could be "more flexible in the trenches with us. By year two, we're in a completely different life cycle stage and our needs are very different. We are not a small fish in a big pond with Makovsky."

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