Citigate ups focus on positioning via CXO formalization

PALO ALTO, CA: Citigate Cunningham is spinning off its positioning and thought leadership practice into its own firm.

PALO ALTO, CA: Citigate Cunningham is spinning off its positioning and thought leadership practice into its own firm.

Andy Cunningham will serve as CEO of both the new firm - Citigate Cunningham CXO - and her PR agency. But while she oversees the day-to-day operations of CXO, Citigate Cunningham president Paul Bergevin will continue to manage the PR firm.

"(CXO) will be a very small group, no more than 10 people," said Cunningham.

"It's an evolution of the positioning group within my company. We've had this group for 16 years. But it's more than PR. It has been more focused on corporate and executive positioning, thought leadership, and truly pivotal product launches. We will deal with matters critical to corporate executives. It's not about publicity. It's more about positioning."

The new firm will enable Cunningham to work with clients outside of her PR firm's roster. Citigate Cunningham clients who use this practice include Cisco, Sybase, AMD, ETrade, and Eclipse Aviation. CXO will be able to work with clients outside Citigate Cunningham's focus.

"There is clearly a market for this," said Cunningham. "With all the scandals, and the microscope on executives, (those executives) are more concerned with reputation. When something is vital to them, they're more involved."

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