SAN FRANCISCO: Enterprise software company TIBCO hired Horn Group as its North America AOR for social media, and product and technology messaging.
TIBCO didn't issue a formal RFP for the work, but considered about a handful of unidentified agencies for the job, said TIBCO senior PR manager Tiffany Anderson. Horn Group confirmed this account sparked a conflict of interest with its Yammer account, a job that was then subsequently picked up by Ogilvy PR.
Both TIBCO and Yammer are in the corporate communication and information computing business. Yammer is primarily known for its enterprise social networking software.
“We are getting into to the social computing space,” said Anderson.
Anderson said TIBCO previously employed Weber Shandwick for the North America work, but now only employs Weber for communications initiatives in the UK. Weber Shandwick didn't immediately return a phone call seeking comment.
“We felt Horn was aligned with where we are going,” said Anderson.
Elements of the job include social media strategy, including Facebook and Twitter, said Anderson. “We consider them [Horn Group] an extension of our team.”
Anderson declined to say the size of the account, which will be worked out of Horn Group's San Francisco office and led by Horn Group VP Erin Zehr. Approximately eight people will work the account, Anderson said.
TIBCO is based in Palo Alto, CA, and is traded on NASDAQ.