LOS ANGELES: Zyan Communications, which provides Internet access via digital subscriber line (DSL), has tabbed Sterling Communications as its first full-service PR firm.
LOS ANGELES: Zyan Communications, which provides Internet access
via digital subscriber line (DSL), has tabbed Sterling Communications as
its first full-service PR firm.
The selection marks a change in communications strategy for the
five-year-old Los Angeles-based company, which previously handled all PR
in-house. Zyan selected Sterling over a host of competitors that
included Edelman, Asbury Communi-cations and The Terpin Group.
According to Zyan president Crosby Haffner, the primary criteria
followed by the company in its agency search was ’understanding of our
particular type of service model and the business audience we are trying
to reach.’ Not only did Sterling have this, he said, but the firm had
previous experience in the same industry, having worked with Covad
Though Zyan’s PR budget was not available, its account, along with two
other recent client wins (Perfecto Technologies and Qtera), have boosted
Sterling’s annual billings by about dollars 650,000, according to agency
spokesperson Lisa Hawes.
Founded in 1994, Zyan is best known as a provider of DSL and other
high-bandwidth Internet services, such as e-commerce and Web hosting and
design, for small- to medium-sized businesses.
Sterling will be handling all corporate positioning, regional roll-outs
and ongoing media and analyst relations. The account will be serviced
out of the agency’s San Jose office.
Specializing in business-to-business hi-tech growth companies, Sterling
has offices in Seattle, San Francisco and San Jose. The firm projects
hitting dollars 3.5 million in annual billings for 1999.