COSTA MESA, CA: FileNET has ended its five-year relationship with Copithorne & Bellows and filled the PR void with the Kansas City, MO-based Ink. The account is reportedly worth over dollars 500,000.
COSTA MESA, CA: FileNET has ended its five-year relationship with
Copithorne & Bellows and filled the PR void with the Kansas City,
MO-based Ink. The account is reportedly worth over dollars 500,000.
The ’amicable divorce’ between FileNET, a document management software
provider, and C&B (now part of the Porter Novelli Convergence Group)
happened suddenly, capping a marketing overhaul in preparation of
forecasted industry consolidation.
FileNET corporate marketing VP Brian Anderson said that C&B’s
traditional PR approach no longer fitted the company’s needs.
’The scattergun approach is past,’ he said. ’We are not a mainstream
product - classic PR techniques haven’t given us what we’re looking
Anderson added that the split had nothing to do with C&B’s recent merger
FileNET did not conduct a formal firm review, but chose Ink after agency
CEO Dick Grove approached the company in December. Ink’s ability to
target high-level press won over Anderson and the in-house PR staff.
’We are at a point where we can bring the bulk of PR back in-house,’
Anderson said. ’But we need Ink’s support in areas we are not
comfortable in, such as the high-business-value media.’
Anderson declined to disclose the size of FileNET’s in-house PR staff
but said it is in proportion to the company’s overall size, which
numbers 1,700 employees worldwide.