SAN MATEO, CA: Interwoven and Zone Labs have named A&R Partners as their AOR.
Interwoven, the Sunnyvale, CA-based enterprise content management company, intends to branch into new sectors and reach new audiences.
"We will extend offerings into areas not closely associated with our heritage," said Kathleen Means, senior corporate communications manager.
"We want to focus on media relations, speaker placement, and overall positioning to help with that."
Interwoven had worked with Niehaus Ryan Wong in the past.
Zone will use A&R to bring the security software-maker's message to a wider audience.
"A&R has a track record of translating technology propositions into articles and publicity to tech people and businesspeople," said Te Smith, director of corporate communications. The San Francisco-based company, which has a strong user base among consumers, is trying to broaden its appeal to enterprise, especially executives who buy and implement new technologies for their companies.
Zone previously worked with McAlester & Company.
"These wins were much more contested than in the past," said A&R managing partner Bob Angus. "We had stiff competition. This was run by much more savvy recruiting teams than we have seen in a while. We were put through our paces. I think we're seeing a new PR business model in regard to new clients."