SAN FRANCISCO: Technology communications firm Borders+Gratehouse has rebranded as Highwire Public Relations as it expands its offering and makes a number of senior hires.
The firm's name change demonstrates its focus on partnering with “disruptive technology companies,” according to a statement.
Highwire hired Vitor Souza as SVP and global client lead to manage international partnerships and build programs across the EMEA, Asia-Pacific, and Latin America regions. Souza was previously SVP at Horn and global communications director at software company Bitdefender.
The agency also brought on Guryan Tighe as chief culture officer to lead its expanded professional development program.
To capitalize on the content marketing trend, Highwire created a content development hub for social and digital media, bylined articles, press releases, and graphics.
Highwire moved to a new office space in San Francisco to accommodate its growing team. It also recently opened a Chicago office, which now has eight employees.
Agency co-founder and principal Kathleen Gratehouse said the rebranding is “evocative of where we see our positioning in the market.”
“We have reached an exciting inflection point for our agency, and the rebrand is evocative of how PR is changing,” she added. “It is not just a rename for the sake of a rename but to call attention to the strong offering we've put together and how we've evolved with what clients are looking for now."