US personal computer manufacturer and retailer Gateway has
appointed Paragon Golin/ Harris on six-figure fees to handle its UK PR
and co-ordinate its European agencies.
Paragon replaces incumbent Text 100, which held the Europe-wide account
for five years. The contract was tendered after Gateway decided to
change strategy and cherry-pick agencies country by country rather than
hire a single agency for the whole region.
’I firmly believe we can make the best use of resources by selecting a
local agency from each market with a lead agency to manage the
consistency and focus,’ said Brad Shaw, vice-president of PR for
Shaw said he had sought an agency with a strong technology background
and a mainstream consumer presence.
The UK contract was awarded after a two-way pitch against The Weber
Text 100 did not repitch for the UK business, but has been appointed by
Gateway in Sweden and the Netherlands.
Other local agencies appointed include GCI Moreau Lascombe in France,
Herald Communications in Germany and Edelman PR in Ireland.
’We will focus on two broad markets - businesses and the consumer. Our
primary objective is to get the Gateway brand off the IT press and into
the broader media,’ said Paragon director Jacqueline McMenemy, who heads
The company’s eight retail outlets in the UK sell Gateway computers