Technology: The Week in Technology

SunGard Higher Education, the IT software and services company, has called in Admiral PR for a UK brief. Admiral is charged with raising the profile of SunGard's range of software and services targeted at colleges and universities to improve their efficiency. Admiral MD Georgie Cameron said: 'Technology is a huge focus for Admiral as we look to develop beyond our Newcastle roots, and to add a brand of SunGard's calibre to our client list is recognition of the service we are able to provide.'

SeNCit, the new care-monitoring device for the elderly, has hired its first PR agency. Loudbird will target technology and business press to raise the profile of the device. SeNCit alerts families or friends of elderly or vulnerable relatives when there might be cause for concern.

Plexus, the electronic manufacturing services provider, has appointed EML Wildfire as its first retained UK PR agency. EML Wildfire will work to increase awareness of the company in the UK on a trade remit. The agency will target sectors including medical, defence and networking in a campaign of partnership announcements, news releases, technical articles and customer case studies.

FirstCapital, a boutique bank that specialises in mergers and acquisitions of technology companies, has hired Rocket to increase its brand awareness in the European market. FirstCapital has brokered deals that include Microsoft's acquisition of Multimap and Kcom's acquisition of Smart421. This is the first time that it has called in PR support. Rocket aims to highlight FirstCapital as a thought leader on key technology mergers and acquisitions.