Vockrodt beats two to Tivoli win

Tivoli Systems, a computer software arm of IBM, has appointed Vockrodt Projects to handle its PR in the UK.

Tivoli Systems, a computer software arm of IBM, has appointed

Vockrodt Projects to handle its PR in the UK.



The win is the latest in a series of appointments made by Tivoli as it

sets up a European network of agencies. Vockrodt pitched against A Plus

and Scope Ketchum for the account and will appoint a team of three to

work on it.



Vockrodt reports directly to Tivoli’s PR director for Europe and Asia,

Maggie McLening, who is co-ordinating the network.



’We will be dealing with press relations and promoting brand awareness,’

said Julia Vockrodt, managing director of Vockrodt Projects.



The campaign will target chief information officers, senior executives

and managers.



Tivoli, with headquarters in Austin, Texas and a worldwide distribution

network, provides a network computing management system covering

mainframes to laptops.



’Our mission is to build the Tivoli brand. A decision was taken in

Austin not to use the IBM management option because it covers such a

broad range.We will work closely with IBM’s agencies and exploit joint

opportunities,’ said McLening, explaining why Tivoli had decided to set

up its own PR network rather than use IBM’s own tailor-made network.

Referring to another IBM software company she added: ’We want to create

an identity similar to Lotus.’



Tivoli has also appointed Agence Clotilde Zeller in France, Image Time

in Italy, and Beiersdorff in Germany. It is currently shortlisting

agencies for the Benelux and Nordic regions.



’All the agencies have been given the same brief,’ said McLening. ’We

want to make sure the messages are co-ordinated.’



IBM bought Tivoli, which has an annual turnover of around pounds 1

billion, in January 1996 for almost pounds 500 million.



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