O'Keeffe entrusted to rebrand and introduce Aquilent in the US

MCLEAN, VA: PR firm O'Keeffe & Company has won both the advertising and PR assignments for Aquilent, a technology company that integrates channels, trading partners, and customers.

MCLEAN, VA: PR firm O'Keeffe & Company has won both the advertising and PR assignments for Aquilent, a technology company that integrates channels, trading partners, and customers.

Howard Stern, SVP of Aquilent, said that he had overturned the more usual practice of choosing an advertising-dominated agency to handle a combined ad-PR account, explaining, "PR is the dominant component of work in the area; advertising is second."

The Lanham, MD-based company interviewed five agencies to develop a program that would raise awareness of Aquilent and its services in the federal marketplace. He declined to reveal the agencies or any budgets.

Aquilent is a new company that was spun off from Commerce One to stand on its own. The original company, which has emerged through mergers and acquisitions, was formed in 1979 as Century Group. Thus the company has to be rebranded and introduced into the marketplace.

In addition to advertising and PR, O'Keeffe will oversee brand consultation, collateral development and analyst relations. All other work, including media buying, will be done in-house.

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