SANTA CLARA, CA: LiveOps, a cloud-based contact software provider, has hired McGrath Power as AOR following a review.
The scope of work will include corporate and product communications, executive work, social and traditional media, strategy development, and tactical implementation for the North American market. The firm will also work on strategy development and managing international program extensions as needed.
McGrath Power will use its Worldcom Public Relations Group partners for international initiatives.
“The company is going through a business growth period as well as a capabilities transformation, and that really is what the communications process is supposed to spearhead,” said Jonathan Bloom, CEO of McGrath Power
LiveOps worked with Burson-Marsteller until December, but decided to conduct a review due to changing communications needs and new members of its executive team. The first round of the search involved five agencies, which was narrowed to three that made presentations to LiveOps' senior team. A Burson representative confirmed that it did not participate in the review, but didn't comment further.
“The timing seemed right to evaluate our direction and determine if a new partner would make sense,” said Michelle Basch, senior director of PR and analyst relations at LiveOps. “While we had a good working relationship with our previous agency, but the combination of our forthcoming needs, communications' goals, and new company leadership led us to undertake a review and ultimately choose McGrath Power.”
Basch explained the company chose McGrath Power based on the chemistry between the two teams, along with the agency's creative ideas, knowledge of the software-as-a-service domain, and global capabilities.
LiveOps did not disclose the budget or terms of the contract.