SAN FRANCISCO: Epiphany and Wind River have both hired Applied Communications to provide PR services.
For domestic PR work at Epiphany, Applied replaces Blanc & Otus. The company will continue to use Blanc & Otus for its PR efforts in the UK.
"We wanted a PR firm that brought a good combination of aggressive PR, research, and strategy," said Jeff Pulver, Epiphany's EVP of marketing.
"We see PR as a strong competitive weapon."
Everything from the technology to the politics in the CRM space is changing, said Pulver, and Epiphany, as a challenger brand to companies such as Siebel Systems and SAP, wants to be at the forefront of that change.
"We haven't done much advertising because I'm a big fan of PR," said Pulver. "Telling the story through PR is a much more effective way to reach your audience of influencers."
Wind River, a provider of embedded software and services for hi-tech devices, will kick off its relationship with Applied with a branding campaign.
"We're not taking this branding issue lightly," said Gayle Semrad, senior director of corporate marketing at Wind River. "A brand is about a promise, and a promise kept. And we want consistent communications of what that promise is to our customer base."