Novell shortlists three in pitch to replace Firefly

Computer software group Novell is staging a pitch for an external PR agency in the UK to replace four-year incumbent Firefly.

Computer software group Novell is staging a pitch for an external

PR agency in the UK to replace four-year incumbent Firefly.



The network operating systems firm has short-listed three agencies for

the account, believed to be worth around pounds 200,000 in annual

fees.



Novell PR manager Joanne Hughes could not confirm which agencies were in

the running, but an announcement is expected early next month.



Firefly was invited to repitch but declined. ’We worked with Novell for

four years and have had a good relationship, but we felt it had run its

course,’ said Firefly associate director Ben Hill, who led the

account.



Novell decided to review its external agency in line with its business

restructure last month, which saw the firm reshaped to along business

unit lines rather than by products.



Hughes said the company aims to reposition itself ahead of rival

Microsoft and said there was a need to align PR with the new

strategy.



’We’re looking for an agency which is technology literate and capable of

dealing with the business press, as we are finding decision makers tend

to be outside our traditional audience,’ she said.



Novell will continue to retain Hill and Knowlton on a pan-European PR

brief, which is unaffected by the review.



Novell’s reported revenues for the first half of 2000 stand at pounds

412 million worldwide.



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