NEWS: Sybase sees four-way pitch in PR shake-up

Sybase, the world’s sixth biggest independent database company, has put its PR account up for review after eight years with Moores Associates.

Sybase, the world’s sixth biggest independent database company, has put

its PR account up for review after eight years with Moores Associates.



The review is being led by Sybase’s marketing communications manager

Peter Wisbey who joined the company in April. Industry sources estimate

that the account could be worth between pounds 150,000 and pounds

200,000 a year in fees.



‘We are looking at the whole of our marketing to see how we will go

forward,’ said Wisbey. ‘We feel PR can play a major role in making our

customers and business partners aware of our products and we want to

ensure that we have got the right agency to fulfil those ambitions.’



He added that the company was especially keen to build relationships

with business partners in the field of product distribution, reselling

and systems integration and to combat fierce competition from rivals

like Oracle and Informix.



Three hi-tech consultancies, together with the incumbent, have been

invited to pitch for the account. Although Wisbey declined to name the

other contenders, industry sources have revealed that they include

Firefly and A Plus.



Both agencies have hands on experience in the sector. In October Firefly

lost its seven year hold on the Oracle account to Bite, while Informix

replaced A Plus with Band and Brown in April.



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