NEWBURYPORT, MA: JDA Software Group has brought on Matter Communications as its PR AOR following a bid process than began in the springtime.
Jolene Peixoto, corporate communications director at JDA, said her agency background prompted her to be on the lookout for a firm with "a more untraditional agency model."
She added that Matter wants to "kick up our PR program – be more proactive and nimble getting in front of timely trends and news and some broader business media."
Matter credited its experience in enterprise software, including retail technology and e-commerce, as well as creative storytelling and thought leadership, in a statement on the contract win.
Work on the account started a few weeks ago, said Jesse Ciccone, VP of Matter, who added that JDA "has been on our radar for a while."
The firm’s scope of work will include trade media relations, thought leadership, customer advocacy, and social media, he added. JDA previously worked with Weber Shandwick, which did not re-pitch for the business.
Ciccone added that JDA wants to rebrand, a strategy that works for companies when it is a "meaningful articulation" of the changes taking place.
"They want to actively listen to customers and change the way they work and engage," he said.
Specific details about the contract were not disclosed.