VANCOUVER: Absolute Software, an IT management and security company, has named Horn its PR AOR following an RFP.
The company picked Horn following a search that involved agencies including Edelman, PAN Communications, and Lewis PR, said Stephen Midgley, VP of global marketing at Absolute.
He added that the company issued the RFP to find an agency partner that understands technology, has key relationships within the industry, and can help Absolute with PR activities in other regions.
Affect PR in New York had served as the company's incumbent for the last eight years, he said. Affect representatives did not respond to requests for comment.
“What Horn brought to the table was that they have a proven track record in technology and they have a network, which means they can provide PR support in Latin America and in Asia-Pacific,” explained Midgley. “They're very aggressive on the social media front, which is a key component to our marketing communications approach.”
Horn's responsibilities will include reaching out to trade and business publications and engaging Absolute's target audience of IT decision makers and staffers, including chief information and security officers.
The agency will also work to position the company as a thought leader in the growing areas of bring your own device programs for businesses, as well as governance, risk, and compliance, said Midgley.
In addition to working to increase brand awareness, Horn is helping Absolute with the media outreach for its Malaysia office, which opened in September.
Flash-based storage technology company Whiptail also picked Horn as its AOR last month.