Yankee Group selects Racepoint Group to help with brand positioning

BOSTON: Tech analyst firm Yankee Group has selected Racepoint Group as its AOR.

BOSTON: Tech analyst firm Yankee Group has selected Racepoint Group as its AOR.

The firm wants to position itself as a rich repository of research and analysis for the media, whether it's on breaking technology news or deeper industry trends, said Stacey Santo, VP of marketing.

Yankee Group's past communications efforts were largely centered on generating press releases about research and fielding related media calls. Santo wants the media to instinctively call the Yankee Group for its opinion, and not just reactively let the media know it's available for comment on news and trends.

With competition from Forrester Research, Gartner, and IDC, Yankee Group wants to be top of mind for the media seeking insight into the tech industry.

The research firm has not worked with an outside agency in recent years.

Yankee Group selected the Waltham, MA-based agency for its broad tech background and its understanding of what the firm does, and how to better position Yankee Group as a thought leader, said Santo.

Rival analyst firm Gartner picked Text 100 as its global AOR in October.

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