Internet start-up tabs hi-tech A&R

MOUNTAIN VIEW, CA: Red-hot Internet start-up Juniper Networks last week announced the selection of A&R Partners in Foster City as its PR agency of record, an account reportedly worth about dollars 250,000.

MOUNTAIN VIEW, CA: Red-hot Internet start-up Juniper Networks last week announced the selection of A&R Partners in Foster City as its PR agency of record, an account reportedly worth about dollars 250,000.

MOUNTAIN VIEW, CA: Red-hot Internet start-up Juniper Networks last

week announced the selection of A&R Partners in Foster City as its PR

agency of record, an account reportedly worth about dollars 250,000.



The decision ends what director of corporate communications David

Abramson described as a frustrating search for an agency boasting

senior-level, tech-savvy talent (PRWeek, July 19).



Abramson touted the ’myriad of talent’ at A&R. ’They show an uncommon

amount of rapport, care and respect between client and agency.’



Juniper, which went public on June 25, had one of the most successful

IPOs in history, with shares jumping nearly 200% on the first day of

trading.



The Mountain View-based company makes Internet infrastructure systems,

known within the industry as ’plumbing.’



Juniper used Sterling & Karbo as its PR agency for its two pre-IPO

years.



The task for A&R, however, now shifts to elevating the company above

’buzz generating’ and into corporate positioning.



’Even though we’re a relatively young company, we want to rise quickly

to the level of industry leader, like Cisco Systems and Nortel have,

especially in the trade press,’ Abramson said. ’We’ve gotten lots of

business press, but now we want to go beyond the hype.’ He added that

the agency will also be doing some media training.



A&R has projected 1999 billings of dollars 6 to dollars 7 million.



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