PLANO, TX: IT consulting firm EDS has selected New York-based 5W Public Relations to handle its corporate and product PR regionally. While this is a national account, the agency will focus on regional markets.
Edelman was the incumbent for about a year on the account. Edelman was also EDS' corporate agency of record for about four years, with that relationship ending in late 2003. EDS began working with Robinson Lerer & Montgomery on corporate communications in November.
"For me it was [5W's] knowledge of the IT industry," said Roger Alderson, EDS' regional marketing director of the Americas, about why he picked 5W. "They had clearly done their homework, and just came across as so credible and as an agency who would genuinely care about our business."
The PR will focus on making sure that EDS is known within regional markets throughout the US, particularly those that are not viewed as top-tier media markets. Those local areas are important to EDS, and having PR that can drill down into those markets is equally important, said Alderson.
Ronn Torossian, 5W president and CEO, said he wants to focus on EDS' customer successes and how the company helps customers in numerous markets - including financial services, consumer, energy, and manufacturing - to meet their business goals.