Troubled SGI in PR business rethink

MOUNTAIN VIEW, CA: SGI, the Silicon Valley visual tech giant formerly known as Silicon Graphics, is reviewing its dollars 1 million PR business.

MOUNTAIN VIEW, CA: SGI, the Silicon Valley visual tech giant formerly known as Silicon Graphics, is reviewing its dollars 1 million PR business.

MOUNTAIN VIEW, CA: SGI, the Silicon Valley visual tech giant formerly known as Silicon Graphics, is reviewing its dollars 1 million PR business.

The incumbent agency, Weber Shandwick (hired as the Weber Group) has repitched for the business, and sits with half a dozen other PR firms on a shortlist whittled down from 30.

SGI worldwide PR director Richard Marshall said that the deadline for a final decision had not yet been set.

Best known for its mid-1990s involvement in graphics for films such as Jurassic Park, SGI has in recent years attempted to reposition itself as a broader supplier of high-performance servers, supercomputers and visual workstations.

However, the firm's sales dropped from dollars 851 million to dollars 426 million over 12 consecutive quarters, due in part to rival upstarts launching newer technology sooner.

According to Marshall, there has been reorganization in the internal PR ranks and the parameters of the agency assignment have yet to be decided.





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