SAN FRANCISCO: BMC Software, a developer of IT and cloud management software, has hired Ogilvy PR as its global AOR.
The contract is for two years, according to Kasey Holman, associate VP of global communications at BMC. Luca Penati, MD of Ogilvy's global technology practice, confirmed that its annual budget is in the seven-figure range.
The scope of work will include corporate communications, product PR, thought leadership, media and analyst relations, and social media across the US, Asia-Pacific, EMEA, and Latin America.
A primary goal is to raise awareness of BMC in the IT industry, Holman said. Penati added that the agency will emphasize “driving awareness beyond the IT managers and reaching out to the C-suite.”
The relationship began October 1. Ogilvy's technology practice in San Francisco is leading the account, with additional support provided by the firm's regional hubs around the globe. Ogilvy's London office will lead most work in Europe, and its Singapore and Sydney offices will co-lead the Asia-Pacific region.
“We are about to start in nearly 20 markets,” said Penati. “So it's very exciting to be able to start with this magnitude of outreach and reach.”
Ogilvy's Sydney office has worked with BMC for seven years. Holman added that agency's talent and Silicon Valley and San Francisco presence also were factors in the decision.
“They're very results-oriented and very strategic,” Holman said of Ogilvy. “They have really well-seasoned talent, which is a huge attraction for selecting their agency.”
Waggener Edstrom was BMC's global AOR for five years. Holman said the decision to review the account was made shortly after she joined the company in March.
“We wanted to take our PR to the next level, so we decided we would put out a full RFP and see what the outcome was,” said Holman.
BMC notified Waggener Edstrom in April that it planned to issue an RFP during the summer. WagEd had planned to pitch the account, but then withdrew, according to Holman. A Waggener Edstrom representative could not be immediately reached for comment.