Veritas chooses Edelman to build brand awareness

MOUNTAIN VIEW, CA: Veritas has given its highly sought-after US AOR assignment to Edelman. The storage software firm, which previously worked with Applied Communications, began its search in August.

MOUNTAIN VIEW, CA: Veritas has given its highly sought-after US AOR assignment to Edelman. The storage software firm, which previously worked with Applied Communications, began its search in August.

Marlena Fernandez, the company's VP of corporate communications, said the three other finalists were Hill & Knowlton, Fleishman-Hillard, and Bite Communications, which recently acquired Applied's PR business in the US. The review then came down to Edelman and Bite, she said.

"It was a really hard decision," said Fernandez, who made the final determination along with CEO Gary Bloom and CMO Jeremy Burton. "Edelman brought some very creative, fresh thinking. And [Edelman president and CEO] Richard Edelman was personally involved - he made some wonderful suggestions. They brought a great level of professionalism and creativity."

Fernandez also pointed to Edelman's ability to delve into practices other than technology, including financial services and branding.

"I want to focus on integrating our team with their team seamlessly. I really believe in one team working well together," said Luca Penati, EVP and deputy GM in Edelman's Silicon Valley office, which will lead the account, with help from the New York office. Edelman will oversee all corporate and product PR in the US.

Fernandez said she wants to focus on making Veritas a better-know brand, not just among technology companies, but also among businesses in general.

In other Veritas news, Fernandez said she has hired Andrew McCarthy as the new director of corporate PR. McCarthy, who was director of PR at Adaptec, will be responsible for all business press and corporate PR. Fernandez added that she is still looking for someone to hire as director of product PR.

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