BOSTON: Software company Novell has selected PAN Communications as its North American AOR following a competitive review. The agency was awarded a six-figure contract, said Ian Bruce, Novell's director of global PR.
Novell recently shifted its branding strategy. Communications previously focused on promoting individual products but will now tout offerings as bundled solutions, he noted.
With the new approach, messaging will now target three areas: identity management and security; data center; and end-user computing.
Outreach will target enterprise b-to-b audiences. Additionally, Novell's recently launched branding campaign -- “Making IT work as one” -- will be incorporated into its PR message, Bruce said.
“[And] in these tough economic times, our message will resonate very well because it will let people leverage their existing IT investments,” Bruce noted. “[Novell] can work very well with existing IT infrastructure.”
Media outreach will target trade publications, business press, and social media outlets like blogs and Twitter, he added. The agency is already working with Novell to prepare for its annual BrainShare conference, scheduled for March.
Mark Nardone, EVP and principal at PAN, said the agency will also focus on establishing the company as a thought leader for the industry.
Novell's former AOR Shift Communications declined to comment beyond saying it chose not to re-pitch.