Oracle PR review aims for global consistency

Oracle, the world’s largest database company, is reviewing its

worldwide PR arrangements as it seeks to implement a more coherent

global strategy.

The move is part of a global marketing review called by Oracle’s HQ in

California.

It has drawn up a list of agencies to pitch for the job of drawing up a

global strategy. These are thought to include Hill and Knowlton and

Burson-Marsteller.

Nick Barley, UK marketing director of Oracle, said: ’We’re looking at

the way we’re carrying out our global PR. Our goal is to deal with our

target audience on a consistent worldwide basis.’

Oracle currently uses a series of networks across regions to develop

strategy. These include Hill and Knowlton in Europe, the Middle East and

Africa. Dozens of agencies in localised markets are used on product and

corporate PR.

This situation is likely to be rationalised but Barley said Oracle is

unlikely to appoint a single global agency at the expense of all its

local agencies.

Bite, which handles Oracle’s pounds 200,000 fee UK product, corporate,

training and business development PR, looks likely to survive the

review. ’Bite is doing an excellent job,’ said Barley. ’They are already

doing the type of proactive PR we are looking for.’

Oracle is developing outside its origins in database supply. It is now

the second largest supplier of software behind Microsoft and chief

executive Larry Ellison has forecast that it will play a key role in

developing interactive TV and electronic commerce. It had sales of over

pounds 2.5 billion in 1996, with profits touching pounds 600 million.