SAN FRANCISCO: Citrix Systems has hired Weber Shandwick as its US AOR for its online services division after a competitive review process.
Atomic PR, the incumbent agency, did not pitch the account.
The scope of work includes social media management, PR counsel, marketing support, and promotion of Citrix technologies, such as its GoTo cloud-based services.
Weber will specifically handle Citrix's online services division. Edelman manages PR for parent company Citrix Systems, said Tony Hynes, GM of Weber's San Francisco office.
Erin Hintz, VP of global marketing and GM of ecommerce for Citrix Online, said the company conducted the review to find an agency with a varied skill set that could help meet its needs by increasing media coverage and exposure, and targeting a broader set of consumers.
One reason Citrix selected Weber was for its ability to help the company with media relations tactics for product reviews.
“We needed to step up our review program,” Hintz said. “We need to turn that around and make that much more about the customer experience.”Citrix previously worked with Atomic PR and Access Communications in the US, Hotwire in France and Germany, and Whiteoaks Consultancy in the UK.
In the late 1990s, The Weber Group handled Citrix's PR for four years before the company decided to move its PR operations in-house.
Hynes will lead the account. Erin Roche and Julianne Whitelaw, both SVPs, will provide additional senior leadership. Roche will handle day-to-day communications and Whitelaw will focus on executive communications.