Symantec enlists Weber to build corporate brand

SAN FRANCISCO: Symantec, best known for its Norton security software, has chosen Weber Shandwick as its corporate AOR to position the brand as a business leader.

SAN FRANCISCO: Symantec, best known for its Norton security software, has chosen Weber Shandwick as its corporate AOR to position the brand as a business leader.

Melissa Martin, senior director of corporate communications for Symantec, said the competitive review was part of Symantec's standard policy to reevaluate partnerships “every few years.” Symantec, considered one of the largest makers in security software, would like to parlay its role as an industry frontrunner into becoming a nationally-recognized business leader.

“We were looking for a broad corporate reputation program to enhance our executive communications program,” Martin said. “It's also about evaluating our role beyond the technology conversation to a broader business conversation.”

The team will focus on telling Symantec's corporate story to a business media, as well as raising the profile of its executives. WS began its work with Symantec about two weeks ago, Martin added.

“We want to extend Symantec's voice to a business leadership position,” said Robert Dowling, head of US tech for WS. He said the account will be based in the agency's Bay Area offices, but will also pull resources from its network for corporate reputation, public affairs, and issues management expertise.

Martin declined to disclose the budget. Connect PR, the incumbent for the business, continues to work with Symantec on its enterprise business.

Neil Myers, president of ConnectPR, said the agency has worked with Symantec for 14 years and “looks forward to continuing to work and grow the business” with Symantec.

Earlier this year, Symantec hired Edelman as its consumer AOR to expand its PR efforts in the social media and interactive marketing spheres, in addition to traditional media. Last month, Symantec's fiscal Q2 profits rose 19%, largely attributed to sales of its consumer products.

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