Trio of agencies appointed in seven-figure global deal for networking giant Brocade

Ogilvy PR in the US, London's Kaizo and Havas Worldwide Siren in APAC have been appointed by US-headquartered networking firm Brocade in a reorganisation of its comms strategy.

The firm – which has annual revenues of more than $2bn (£1.4bn) and 4,700 staff in more than 60 offices globally – kicked off its agency process last year, and held multi-region pitches from a range of network and independent firms.

Brocade previously worked with more than a dozen firms globally, but has now begun work with the new trio. The three appointments are ongoing, and see Ogilvy handle headquarter comms, Kaizo take care of EMEA and Havas work across Asia-Pacific. Ogilvy had worked with the company in the past, while Havas was an incumbent and re-pitched.

PRWeek understands the total annual value of the three contracts exceeds £1m ($1.4m).

Kaizo, an independent firm with 20 consultants, said its remit included an EMEA content and co-ordination role to position Brocade at the heart of the tech industry's 'New IP' project, which enables enterprises to move from closed propriety networks to those that are open and innovation driven. It will also provide retained in-country PR teams in across Europe, Middle East and Africa.

Abigail Watts, EMEA corporate comms manager at Brocade, said: "We were looking for a partner who really understood the business implications of the New IP and what it delivers beyond the usual ‘speeds and feeds’ approach. Kaizo came to the table with a clear understanding of this, as well as a series of creative campaigns that position the New IP as the business game-changer we know it to be."

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