REDWOOD, CA: Informatica has enlisted Ogilvy PR as its US AOR to help the company develop a more forceful media relations strategy.
Ogilvy won the six-figure account earlier this month following a competitive bid, confirmed Debbie Walery, VP of corporate communications at Informatica.
“Ogilvy is going to focus on media relations with business,trade, and professional press,” Walery said. “We want to be more aggressive in telling our story and making it relevant.”
Text 100, the company's previous AOR, declined to take part in the final pitch following a "mutual decision" with Informatica, according to Scott Friedman, the agency's regional director for North America. He noted that the agency held the account for seven years.
Informatica, a $450-million data integration company, is seeking to position itself against formidable rivals like IBM and also a slew of startups that have emerged in the sector.
“But our biggest competitor is actually companies doing [data integration] manually and building their tools in-house,” Walery noted.
The media relations strategy will include connecting the company's services with topical issues facing other companies and organizations. For example, the team plans to convey data integration's role in digitizing health records, creating customer lists for financial institutions amid M&As, and for terrorism watch lists.
“We want to convey that data is important whether it's a good economy or a recession like we're in now,” Walery explained.“We are thrilled to be working with Informatica – a company that has moved from strength to strength over the past four years,” said Louise Kehoe, SVP in Ogilvy PR's tech practice, via e-mail. “The win is an enormous success for our tech PR practice and builds on our corporate, tech, and social media expertise.”
Updated, June 29, 2009, 3:11pm