SAN JOSE, CA: More than a year after being dropped by Text 100, global software company BEA has selected Brodeur Worldwide and Applied Communications as its agencies of record.
"I looked around, assessed what was needed, and saw that what BEA needed wasn't necessarily what they'd been looking for," said BEA's VP of cor- porate communications, Kevin McGuirk. What BEA needed - and found in Brodeur and Applied - was partners who could tell its story, with a focus on the value proposition, McGuirk said.
Brodeur will focus on industry, customer, and international PR, while Applied will work on corporate, product, and partner PR, as well as event support.
"BEA hadn't been focused on telling its great story and setting the agenda for the marketplace," said McGuirk. "I just want to present BEA's unique vision of how it will solve problems for its customers. I want to instigate discussion and debate. Because if you can do that, then you create issues for your competitors to respond to."