Firms vie for Sybase work

DUBLIN, CA: Sybase is reviewing PR firms for a seven-figure account.

DUBLIN, CA: Sybase is reviewing PR firms for a seven-figure account.

PRWeek has learned that incumbent Citigate Cunningham and Porter Novelli are among finalists for the bid. Additionally, Schwartz Communications pitched for the business, but was not selected for the final round.

This is the software company's second review during its six-year AOR relationship with Citigate.

Sybase confirmed the review, but declined further comment.

Industry sources told PRWeek Sybase has a track record of high turnover in its communications department and the tumult has recently caused internal turmoil.

"They've had some internal team changes and they have a history of that," one source said, adding that internal employees tend to have a limited tenure at the company.

Last October, the company promoted Mark Wilson to VP of corporate marketing, signaling a change in its communications strategy. Another industry source said that Sybase's communications staff has now streamlined its marketing responsibilities and the team now functions as a more coordinated and collaborative entity.

"The team is extremely motivated and focused and has great support from senior management," the source noted.

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