SAN JOSE, CA: Enterprise software firm BEA Systems has selected Weber Shandwick as its new AOR, replacing Bite Communications, which declined to participate in the review.
Bite inherited the BEA account when it acquired Applied Communications in mid-2003. Applied had worked with BEA since late 2001.
BEA was unavailable to comment on its selection of WS.
"We want to help people understand the assets BEA brings to the table," said Tim Marklein, EVP and GM of WS' Bay Area offices. "We want to focus on both brand and thought leadership."
Marklein described BEA as a pioneer in "application infrastructure" software, which enables business applications to run and work together. Software integration is still one of the biggest challenges businesses face, and BEA plays a central role in making that integration a reality.
"There hasn't been much recognition of what BEA has done because of all the noise in their market, and we want to change that," said Marklein.