Tivoli Systems, a computer software arm of IBM, has appointed
Vockrodt Projects to handle its PR in the UK.
The win is the latest in a series of appointments made by Tivoli as it
sets up a European network of agencies. Vockrodt pitched against A Plus
and Scope Ketchum for the account and will appoint a team of three to
work on it.
Vockrodt reports directly to Tivoli’s PR director for Europe and Asia,
Maggie McLening, who is co-ordinating the network.
’We will be dealing with press relations and promoting brand awareness,’
said Julia Vockrodt, managing director of Vockrodt Projects.
The campaign will target chief information officers, senior executives
Tivoli, with headquarters in Austin, Texas and a worldwide distribution
network, provides a network computing management system covering
mainframes to laptops.
’Our mission is to build the Tivoli brand. A decision was taken in
Austin not to use the IBM management option because it covers such a
broad range.We will work closely with IBM’s agencies and exploit joint
opportunities,’ said McLening, explaining why Tivoli had decided to set
up its own PR network rather than use IBM’s own tailor-made network.
Referring to another IBM software company she added: ’We want to create
an identity similar to Lotus.’
Tivoli has also appointed Agence Clotilde Zeller in France, Image Time
in Italy, and Beiersdorff in Germany. It is currently shortlisting
agencies for the Benelux and Nordic regions.
’All the agencies have been given the same brief,’ said McLening. ’We
want to make sure the messages are co-ordinated.’
IBM bought Tivoli, which has an annual turnover of around pounds 1
billion, in January 1996 for almost pounds 500 million.