REDWOOD CITY, CA: Trilliant, a smart grid communications services and technology provider, hired Edelman Public Relations as its global AOR.
Edelman will support the account from its Silicon Valley office, with additional support from its offices in Atlanta and London. B2B and consumer-facing outreach will occur primarily in North America, Europe, and Asia.
Sonita Lontoh, director of corporate marketing at Trilliant, said the company chose Edelman because of its global reach, knowledge of the energy and tech sectors, and chemistry with Trilliant's team.
“We really need a firm that has that global footprint,” Lontoh added. “We also want a partner who is respected in the industry and understands the smart grid and energy industry more than others.”
The account was previously handled by Element PR. Despite Element's knowledge of the tech and energy sectors, the company conducted the review because “it got to the point where Trilliant and the board were looking for someone to partner with us to take us to the next step,” Lontoh said.
Edelman began to support the account in August following a multiple-round competitive review that began in May.
It will provide “a full-on global communications program, which in the beginning is a whole messaging project,” according to Monica Walsh, VP at Edelman. In addition to messaging and positioning, the agency will support media relations, speaking programs, and digital.
“We are energized to work as partners to embrace the complexity of the smart grid industry and apply market insights so Trilliant can participate in the greater energy conversation,” Walsh said.
The contract is for one year. Trilliant declined to disclose the budget of the account.