LOS ALTOS, CA: To focus on getting press beyond attention for a few high-profile lawsuits, memory-chip-maker Rambus has selected Citigate Cunningham as its new PR agency. Rambus had worked with The Hoffman Agency for the past two years.
"Hoffman did a great job moving the needle forward in terms of dealing with the negative coverage around the legal issues," said Rambus' VP of corporate marketing, Ron May. "However, I came on board in September and just felt that we needed something different."
Cunningham will help position the company in both the technology and business press, telling a larger story beyond the litigation of last year, May explained.
"They're a great company that has developed seminal technology that everyone uses," said Cunningham president Paul Bergevin. "The job of PR is to take their high name recognition because of the lawsuits and convert that to more positive brand equity. We want to invest their brand with new meaning."
May said he did not conduct a search for a new agency.
Rambus faced lawsuits from the Federal Trade Commission and shareholders, while the company had its own lawsuits against memory chip-makers, last year. The company designs chip interfaces that are made by semiconductor companies. The interfaces let chips connect to each other.