HOUSTON: IT management software company BMC Software has awarded its multimillion-dollar global AOR account to WCG.
WCG beat out finalists Waggener Edstrom Worldwide and Edelman in a competitive review. Last December, BMC invited those three firms, along with Weber Shandwick, to pitch for the business. Weber declined to pitch. BMC global connect VP Mark Stouse, who returned to the company last May after nearly two years at Honeywell Aerospace, directed the search.
Ogilvy Public Relations, the account's incumbent, did not re-pitch. Before hiring Ogilvy in 2011, WE was BMC's global AOR for five years. WE decided not to re-pitch for the business when its contract came to an end.
Starting March 1, WCG will assist BMC with global media and influencer engagement in the Americas, EMEA, and APAC regions. WCG will sometimes partner with international agencies on the business, said technology and analytics practice leader Tim Marklein.
The account is a “substantial” one for WCG, and the biggest win to date for the agency's technology practice, he said.
“Four years ago, WCG wasn't even in the technology industry. This deal signifies a big win for our fast-growing tech practice,” Marklein added.
BMC selected WCG for the firm's predictive analytics capabilities, Stouse explained.
“Most agencies do a good job of delivering analytics after the fact, but they typically do not have the capability to be predictive. The predictive piece is the Holy Grail, and that's what WCG brings to the table,” he said. “We see this as not only being about a targeted, relevant campaign, but also a campaign that is much more efficient and effective to present and to sell in. We anticipate our campaigns will be 20% to 25% more efficient with this predictive analytics piece than the traditional industry knowledge approach.”
Marklein said the contract is nontraditional in that WCG will be paid based on results rather than billing the client by the hour. BMC recently reintroduced its media score system, in which its internal communications executives and agency team must meet a quarterly quota of points earned by securing various types of media coverage.
“We're looking at impact, scored in points. This approach is very strategic and has proven itself as a model,” Stouse said. “As far as my CEO is concerned, this kind of structure takes it out of the arena of luck and into the arena of skill.”
Last October, BMC launched a product called MyIT that gives employees more control over IT services and information.This story was updated on February 13 to clarify that Weber Shandwick did not pitch for the account.