SAN JOSE, CA: Intellisync is once again looking for a new agency, this time bringing in a fresh head of communications to refocus the mobile communications company's PR efforts.
Shauli Chaudhuri has joined as director of worldwide public and analyst relations. She said she wants to hone Intellisync's messaging and make sure it's used strategically, not just as a sales tool.
Chaudhuri, who had been with Neale-May & Partners, came on board after Intellisync decided to part ways with Eastwick Communications.
Last summer, Intellisync conducted a major agency search, ultimately awarding its account to Cohn & Wolfe after working with McGrath/Power for more than eight years.
But its relationship with C&W in the US ended earlier this year, and the company then switched to Eastwick. That relationship ended last month.
Eastwick declined comment.
Chaudhuri said she is currently reviewing agencies, but is not conducting a major review.
"I think the [previous agency] review was a bit premature," said Chaudhuri. "We didn't have our messaging honed."
Intellisync needs to do a better job reaching out to the business press and establishing the company as a thought leader, she added.
"[Intellisync PR] is doing a great job on the customer front," said Chaudhuri. "Now we need to make the business media a priority."