SAN JOSE, CA: Mobile communications company Intellisync has switched agencies just months after concluding an extensive search.
The company selected Cohn & Wolfe as its sole global agency last summer, but executives now say the model of a single worldwide AOR does not fit Intellisync's needs.
The company still retains C&W in Northern Europe, but has switched to Eastwick Communications in the US. Other agencies are retained in other parts of the world, and not all are exclusively PR-oriented.
"The expertise and relationships needed are very different in different localities," said CMO Rip Gerber. "What you need in Italy in not what you need in the UK. In some areas, we need more of an integrated firm, not just PR."
C&W did a strong job in the US, said Gerber, particularly with the trade media. But as the company's technology has evolved from synchronization software to mobile communications, Gerber said he wanted a stronger focus on business media.
The company conducted a smaller review this time, and found that Eastwick had the business focus the company needed in the US.
Gerber is not expressing regret about his company's 2004 search, however. He said he wouldn't have done anything differently at the time, and that the agency change is a reflection of an evolving company and marketplace.
"The category of mobile data communications is growing really fast," said Eastwick EVP Giovanni Rodriguez. "Intellisync has done a lot to educate the market, but because there is so much change, there is more to be done. The market is growing so much, particularly in wireless e-mail."