SAN DIEGO: Qualcomm Enterprise Services, a software and technology provider for fleet management, has hired Formula PR as its US AOR following an informal review process that began in July.
Anita Gomes, marketing director at QES, said the company was looking for a full-service agency that could better support it in a growing industry. Prior to the review, QES had worked with an individual PR consultant.
"Our industry in commercial transportation is evolving," she said. "There are some industry regulations and mandates at the federal level that are causing a lot of pressure and change in the space, and as a result of that our business continues to change. We've got some fairly aggressive growth targets, and we just realized that it was time for us to hire a full-service agency that could help us more strategically and proactively pursue opportunities to get our messaging out there."
Formula has an AOR relationship with another Qualcomm business, Snaptracs, which produces the Tagg tracking system for pets. The agency has handled the Snaptracs account for nearly a year, according to Michael Olguin, Formula's president.
Gomes said Formula aligned best with QES' goals out of a field of three finalists. The criteria included both strategic and tactical execution, experience in social media, and Pacific time-zone locality, as well as an appropriate-sized agency to fit business needs.
"We weren't looking necessarily from the perspective of agency revenue or number of clients, but primarily we wanted to ensure that we were going to have an appropriate share of mind amongst the agency team that we were working with," she explained. "We wanted to ensure that we weren't going to be too small of an account that they weren't going to pay us the attention that we required. We also didn't want to be the business that they were resting their laurels on."
QES and Formula have begun to take a broad look at the social media space to determine what platforms and audiences would be most appropriate to pursue, Gomes added. Formula is also charged with increasing the business' thought leadership presence, as well as to support media and analyst relations. The firm began working with QES on November 1.
Olguin said the account, which will be handled by the agency's business and technology practice, will also include integrated PR and vertical market awareness. Similarly, Formula has worked with ConocoPhillips' lubricants division for about 12 years.
Budget was not disclosed.