SAN RAFAEL, CA: Autodesk and its new corporate agency, Bite Communications, are planning a major branding campaign for early next year to take advantage of the economic recovery in the manufacturing and construction industries.
Autodesk, a $951 million company, develops drafting and design software.
"All the industries in which we compete are bellwethers for the economy," said Tracey Stout, VP of worldwide marketing at Autodesk. "And as we broaden and diversify our company by going into new markets and verticals with new products, we realize we don't have a brand as strong as our business model."
Earlier this year, Autodesk brought together more than a dozen PR and advertising agencies to present ideas for the branding campaign. Bite presented the idea that Autodesk ultimately selected, and the client chose Bite as its new corporate PR agency of record. Autodesk previously did not have a corporate PR firm.
Stout wouldn't divulge aspects of the branding campaign, but did say it will raise the company's visibility and present it as a trusted partner.
She praised Bite for being the most creative thinkers, from both a PR and business perspective.
"They understood the business and transformed it into an idea around PR," said Stout. "But it wasn't so ethereal that it wasn't grounded in the reality of what we have to get done."
Autodesk is larger than just the sum of its parts, and Bite's efforts will focus on creating a cohesive brand and story that will catapult it beyond being known just for certain product lines, said Burghardt Tenderich, Bite's North America GM. While Autodesk has been successful in such verticals as construction and manufacturing, it has not taken advantage of those successes with a singular, unifying brand, he added.
In addition to the branding campaign, Bite will focus on outreach to business media, speaking opportunities, and other initiatives to spotlight Autodesk's executives.