Ogilvy launches analyst relations service in tech unit

NEW YORK: Ogilvy Public Relations has unveiled a global offering called ACE (Analyst Community Engagement) to assist technology companies with analyst relations.

NEW YORK: Ogilvy Public Relations has unveiled a global offering called ACE (Analyst Community Engagement) to assist technology companies with analyst relations.

The unit will include a global core team of about 20 practitioners based in New York, San Francisco, Chicago, London, Hong Kong, Beijing, Singapore, and Sydney. The agency will also work with analyst relations strategy firm KCG, which helped to design the service and offers a measurement tool for analyst relations. It will be part of Ogilvy's tech practice.

ACE will engage analysts on the local, regional, and global levels, and it will recognize the difference between types of analysts, said Luca Penati, MD of the global technology practice at Ogilvy. The analyst community consists of "deal-makers,” who influence purchasing decisions, and “perception-makers,” who engage media and shape public perception, Penati explained. ACE will offer both perspectives to clients, he added.

“Very few in-house corporate PR practitioners understand the difference [between analysts]. To most, analysts are a gigantic group of decision makers,” Penati said. “We understand both worlds and their different needs, and we're going to develop strategies that support PR on the reputation side and analyst relations on the sales side.”

Ogilvy will offer ACE as a standalone service for companies and also integrate it into larger programs, Penati said. Ogilvy clients who have begun using ACE include call center technology provider Aspect, Canon Singapore Private Limited, Hitachi Data Systems, and Storage Networking Industry Association.

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