MOUNTAIN VIEW, CA: Silicon Graphics has split its US PR account between two midsize agencies, after two years with Fleishman-Hillard.
Access Communications will handle corporate communications and storage PR. Noblemen Communications will manage high-performance computing and advanced graphics PR.
SGI is known for its high-end, high-performance computers, graphics, and storage technology, focusing on industries such as manufacturing, life sciences, energy, government, and media.
Faced with falling revenue, and having cut about 1,000 jobs this year, SGI is focusing on its storage products, hoping companies faced with mounting data will invest in storage technology.
"SGI is an established technology brand, well-known for strengths in advanced graphics, in particular for special effects in movies," said Marty Coleman, director of PR and analyst relations at SGI.
"During the past 24 months, SGI has gone through a significant transformation, resizing the company and focusing on core strengths in high-performance computing, advanced graphics, and storage," added Coleman. "Today, SGI is unique in its 100% focus on technical and creative customers. We still deliver leading-edge solutions to the media market, but the company is less known for its achievements in the sciences, defense, oil and gas, and manufacturing markets. Unfortunately, most people have a dated understanding of SGI. The PR challenge is to ensure the company is known for our accomplishments today."
Access will focus on reinforcing SGI as an industry leader by telling its story through customers, and how SGI solved specific customer problems, said agency SVP Darcy Harrison.