Business software and services provider Sage has shifted its six-figure account out of Bite Communications after four years with the agency.
Bite has been dropped to make way for Marlin PR, which launched last year as a conflict arm for Brands2Life. Marlin scooped the business following a five-way pitch.
Sage UK PR manager Lisa Graveling told PRWeek Marlin had been enlisted to meet an 'extremely challenging' brief, broadening perceptions of the company beyond being a provider of accounting software.
'We want to get people to talk about Sage in a different way,' said Graveling. 'We want them to perceive us as an innovative, forward-thinking brand.'
Graveling said Marlin will attempt to promote other Sage services such as online payment processing and customer relationship management to a broader media audience.
'Our experience has been that the nationals are interested in Sage because we are one of only two tech companies in the FTSE100,' said Graveling. 'It is an extremely challenging brief, but we want to position Sage as a firm that fits more with consumer media.'
The Marlin win follows a project it handled for Sage last year promoting its funding and sponsorship of ITV game show The Krypton Factor.
Sage is also looking to hone its digital edge, adding digital specialist Cath Sheldon to its PR team earlier this year.
Graveling pointed out Marlin's relative youth was a key factor in her decision.
'It is new and still quite excited and I believe that will exist for a while,' she said. 'Marlin can bring that enthusiasm to our business.'
The loss is the fourth account to leave Bite in recent months, following on the heels of Apple, Facebook and Symantec.
