Bay turns over a new PR leaf

Hi-tech outfit Noiseworks has scooped a pounds 130,000 account from computer networking firm Bay Networks to reposition the company as a user-friendly business partner.

Hi-tech outfit Noiseworks has scooped a pounds 130,000 account from

computer networking firm Bay Networks to reposition the company as a

user-friendly business partner.



From 1 May, Noiseworks will take charge of an ambitious public relations

programme incorporating media relations, management of special seminars

and high level contacts with key business directors.



Noiseworks associate director Judith Bell, who is leading the account,

said that the aim of the programme was to highlight Bay Networks’

corporate culture as well as its technological capability.



’They have proved themselves through their technology so now it’s a

question of building and managing the reputation of the company,’ she

said.



Noiseworks’ appointment follows a six-way pitch last month. Three were

eventually shortlisted, including Abacus Public Relations and Hunt

Thompson PR.



Johnson King, which previously worked for Bay Networks, was not asked to

repitch and finishes its contract at the end of this month.



’What we needed was a company that had more experience with companies at

our stage of maturity and growth,’ said Bay Networks marketing manager

Fiona Maktari. ’We have a larger agenda and that needs a different set

of skills.’



Founded in 1994, Bay Networks provides products servicing communications

vendors ranging from telecommunications firms, Internet service

providers and cable operators.



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