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
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
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
’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.