PALO ALTO, CA: With an eye on vertical markets, software firm Tibco has selected Edelman as its US agency of record. Tibco develops business integration software.
"We're looking to push deeper into vertical markets, and we wanted a firm to help us get deeper coverage in [relevant] media," said Robin Stoecker, Tibco's senior manager of corporate communications.
Tibco began its search in November and initially looked at a dozen agencies, with five making the final round. Tibco handled the search internally, but didn't involve its procurement operation until the end of the process.
Tibco previously worked with Blanc & Otus, which didn't participate in the review, said Bob Berger, Tibco's director of global corporate communications.
Tibco picked Edelman because of its global footprint, tech expertise, and government relations insight. The company decided to conduct a review after new marketing executives joined the company.
"Blanc & Otus was a good agency," said Berger. "But with new management, they wanted to see what our options were."
"We're going to help position them aggressively in the web services and integration market," said Luca Penati, GM of Edelman's Silicon Valley office. "This is a critical time for them in a crowded market, and differentiating them will be key, as will messaging and positioning."