CyberLink brings on Diffusion as US AOR amid business changes

CyberLink picked Diffusion based on its understanding of its business needs, as well as creativity and chemistry with the in-house team.

SANTA CLARA, CA: Multimedia software company CyberLink has selected Diffusion as its PR AOR for the US after a competitive review involving nine agencies.

Diffusion was chosen from three firms in the final round of the RFP. The company picked Diffusion based on its understanding of its business needs, as well as creativity and chemistry with the in-house team, said Richard Carriere, SVP of global marketing at CyberLink.

Prior to hiring Diffusion in the US, CyberLink worked with Fama PR for three years. While the  agency was "very professional," the company needed a different firm as it changed its business model, explained Carriere.

"We come from a very traditional software background, and we’re quickly evolving our business model into meeting consumers’ digital media needs, which is playing back content and editing photos and videos across a whole set of devices," he said.

Representatives from Fama PR did not respond to inquiries seeking comment.

In addition to consumer media outreach, Diffusion is working with CyberLink on thought-leadership efforts. The firm is also involved with social media strategy, but is not managing the company’s channels.

Carriere said CyberLink is focusing on the consumer market, but it is still dedicated to its traditional business.

"We’re not giving up on traditional software that runs in the computer for more involved creativity; if anything, it’s going to grow with consumers discovering the joy of editing photos and videos," he added.

Two of CyberLink’s traditional flagship software brands are PowerDVD and PowerDirector. More recently, the company launched the YouCam Perfect app, which has been downloaded about 6 million times in the last five months.

The contract with Diffusion will run for one year. Budget information was not disclosed. The company declined to disclose its agency partners in other parts of the world.

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