Whiptail picks Horn as AOR

WHIPPANY, NJ: Flash-based storage technology company Whiptail has selected Horn as AOR to drive PR and analyst relations strategy.

WHIPPANY, NJ: Flash-based storage technology company Whiptail has selected Horn as AOR to drive PR and analyst relations strategy.

The company, which specializes in virtual data storage across sectors including government, financial, retail, and health, chose Horn after talking to eight agencies on the East and West coasts, said Max Riggsbee, CMO of Whiptail. He declined to name the company's former AOR or give details of the budget.

Whiptail selected Horn because of its “high energy,” “nice pedigree of customers,” and “real practical experience on the competitive PR side from the inside,” explained Riggsbee.

The fact that Horn SVP Todd Cadley spent eight years on the communications team at global information technology company EMC Corporation was a “big differentiator” for Whiptail, because it shows the agency has staff that understand the messaging and how to apply it, added Riggsbee.

“Our goal is elevate above and around our core industry, which is storage, with our technology,” he said.

Horn, which has offices in San Francisco and New York, is working with Whiptail's internal team on media and analyst relations for the business. Media outreach will include a wide range of b-to-b publications and organizations, since all corporations can use the storage technology, explained Riggsbee.

He added that the agency will also be “clued in and keyed in” on sales messaging so it is tightly integrated into PR and analyst relations.

Whiptail's first goal for Horn is to “organize and lay out PR and AR strategies,” which will be in place by the end of 2012, Riggsbee said. Next year, the company will look to the agency to leverage its expertise for social media campaigns.

With four staffers working on the account, Cadley said the firm will engage press outlets including TechCrunch, The Wall Street Journal, and The New York Times.

He added that Horn wants to leverage its relationship with Whiptail to build on its case studies and expertise for the agency's enterprise IT practice out of its New York office.

“Horn is in a great position to take advantage of the opportunities that the venture community is coming out with, with not just advertising technology companies, but also enterprise IT companies,” explained Cadley.

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