Manugistics drops Ogilvy as AOR and brings in Edelman

ROCKVILLE, MD: Supply-chain management-software company Manugistics has tapped Edelman as its US agency of record, dropping Ogilvy PR Worldwide after three years with the agency.

ROCKVILLE, MD: Supply-chain management-software company Manugistics has tapped Edelman as its US agency of record, dropping Ogilvy PR Worldwide after three years with the agency.

VP of corporate communications Deirdre Blackwood said she wants to use PR to demonstrate the value Manugistics' clients attain from the company's software.

"PR is so important, because the IT media doesn't want to hear from the vendor. They want to hear from your customers and partners," said Blackwood. "We've had 11 customers in the last three quarters talk about their supply-chain initiatives in their quarterly earnings calls. We want to use that to help others see the value we can provide for them."

Blackwood said she also wants to better connect PR with lead generation.

She praised Edelman's "innovation, creativity, and integrity," as well as its knowledge of the enterprise-software space and the vertical markets that the company serves. Blackwood said she researched 20 agencies, and met with 13 before making her decision.

Edelman's Washington, DC office will lead the account. Stephen Jones, managing director of Ogilvy's global tech practice, said the loss of the account shouldn't have an impact on the practice.

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