WALTHAM, MA: Open-source software company Novell has selected the Horn Group as its new AOR. The company has not had an AOR in several years, said Bruce Lowry, director of PR.
Novell considered five agencies in the final round, and Horn?s understanding of Novell?s business, and its chemistry with the company, won Horn the business, he said.
Novell decided to engage an agency for an ongoing relationship as it moves more aggressively into the open-source market.
?All trends point to increasing interest in open source,? said Lowry. ?So we need to be targeted and consistent with our messaging. We don?t have the brand recognition of other open source players such as Red Hat. So we need to market ourselves more affectively to be known as an open source company.?
Horn?s San Francisco, Boston, and Chicago offices will manage the account, now one of Horn?s largest. Lowry declined to disclose the size of the account.