Zebra Technologies taps Burson-Marsteller as AOR in North America, EMEA, LatAm

The WPP firm will support the mobile technology manufacturer in 11 countries in those regions.

NEW YORK: Mobile technology manufacturer Zebra Technologies has selected Burson-Marsteller as its AOR in 11 countries across North America, EMEA, and Latin America.

Burson started working with Zebra on October 1, after an "intense and interesting" RFP process that began in July, said Burson global technology practice chair Rowan Benecke. The length of the contract was not disclosed.

Therese Van Ryne, ‎Zebra’s head of global PR and analyst relations, said via email that the company is trying to elevate its brand among CFOs, general managers, and IT leaders of Fortune 1,000 companies. It also wants to reinforce its position in the growing Internet of Things market.

"Based on the strategy Zebra is taking in our company positioning, we wanted to work with a new agency that could serve as a strong strategic partner in the transformation we are currently taking in the market and help communicate that value to our customers and prospects," she said.

Van Ryne added that Zebra wants to educate the business world so enterprises can make smarter decisions to ultimately define the "intelligent enterprise" of the future.  

To get there, Burson will provide corporate and product communications services and help Zebra talk about the "unique value" of its real-time visibility into physical assets as it relates to the growing Internet of Things market, said Benecke.  

To raise awareness of the company’s broad portfolio of services to achieve greater visibility into their operations, Burson will also leverage its partnership with the NFL.

"We have great synergies, as Burson-Marsteller, like Zebra, prides itself on being data-driven and evidence based, and using that information to inform strategy and insights into our audience," said Van Ryne, about why Burson was selected. "This was pulled through with Burson’s core enterprise technology leadership, as well as its sports and data team, which will partner with Zebra on telling our statistic-driven NFL story."

The budget was not disclosed, but Benecke noted that "this is not a small endeavor – it is a comprehensive program" that staffers in different countries around the world will work on.

"We are experienced in the enterprise technology sector and have had many years developing relationships and influencer relationships in the sector," said Benecke. "It is a pleasure to work with a brand such as Zebra which is focused on the tech space and has global ambitions."

Previously, the two companies worked together for several years in Latin America.

Ogilvy Public Relations was the incumbent on the account.

"Ogilvy Public Relations is incredibly proud of the work and results achieved over the last six-plus years partnering with Zebra Technologies," said Amy Messenger, MD of the US technology practice at the agency, via email. "Our contribution shaping enterprise mobility and Internet of Things thought leadership platforms has been meaningful and impactful for our respective businesses. We wish Zebra continued success."

Zebra also recently appointed Text100 as AOR in Asia-Pacific. Text100 will provide all PR services to Zebra in eight markets in the region: Australia, China, India, Indonesia, Japan, Singapore, South Korea, and Thailand.

This story was updated on October 21 with more information about the incumbent agency on the account.

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