Citrix issues RFI as it looks to consolidate agency roster

Citrix has issued an RFI seeking a PR partner for the US market as it looks to consolidate its agency roster from three firms to one.

FORT LAUDERDALE, FL: Citrix has issued an RFI seeking a PR partner for the US market as it looks to consolidate its agency roster from three firms to one.

The company, which sent the review documents out on June 9, has invited its three incumbent agencies to pitch for the business because of the "great working relationships" it already has with them, said Kristin Wahl, director of communications at Citrix.

At the moment, Edelman handles corporate and enterprise business for the company; McGrath/Power Public Relations and Communications focuses on telecommunications; and Weber Shandwick works on the company’s small business efforts, formerly known as Citrix Online.

Wahl said if the company can "unite under one agency, that would be ideal."

"We’ve been working with a network of agencies and we haven’t had an agency review in some time, so we really want to just put it out to broader audience to see if we can find a partner for how we’re heading forward with a big focus on mobility and consumer apps in our technology offerings," she explained.

The review will allow Citrix to access where it is as it continues to grow, added Wahl.

Finalists in the RFI will be notified on July 28 and invited to formally pitch for the business, according to the RFI documents. The winning agency will begin working with Citrix on October 13.

According to the documents, Citrix will require the selected AOR to handle a number of PR tasks, such as developing brand stories for business and technology media, helping to increase brand visibility and product relevance, working with the company’s in-house PR team, and advising on social media.

Up until earlier this year, Citrix, which just turned 25 years old, operated the three divisions handled by its PR agency partners separately, said Wahl.

"We are delighted to have the opportunity to pitch for broader work on behalf of Citrix," said McGrath/Power CEO and founding partner Jonathan Bloom.  "Our two years with Citrix’s service provider division have been a great experience.  It is logical for Citrix to look to consolidate its agency relationships with a single firm and we hope to be that one."

Edelman and Weber representatives were not immediately available for comment.

This story was updated on June 13 with quotes from Bloom.

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