PMC-Sierra on hunt for firm to take over for WS

SANTA CLARA, CA: Communications microchip company PMC-Sierra has started looking for a new PR agency to handle its product PR in North America.

SANTA CLARA, CA: Communications microchip company PMC-Sierra has started looking for a new PR agency to handle its product PR in North America.

Weber Shandwick, which has worked with PMC-Sierra for four years, has decided not to participate in the agency review. PMC-Sierra was originally a client of The Benjamin Group. The Benjamin Group was acquired by BSMG, which was in turn acquired by Interpublic Group, and eventually merged with Weber Shandwick.

"We appreciated the invitation [to participate in the review], but based on their needs and what we have to offer, we have respectfully declined," said Casey Sheldon, president of Weber Shandwick's global tech practice.

PMC-Sierra is handling the search internally, without the assistance of a procurement officer. Marketing-communications specialist Betty Cho said the company hopes to pick its new agency by the end of the year.

"We're looking for a comprehensive PR agency that will help us leverage our position as a supplier of [enterprise and storage, high-speed mixed signal, networking, and embedded microprocessor technology]," said Cho. "They'll handle media relations, product launches, and events."

While PMC-Sierra's communications team is based in British Columbia, the company is looking for an agency with a presence in Silicon Valley, where its headquarters is located.

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