SAN FRANCISCO: Software giant Oracle has ended its contract with
global PR network, Avalanche, after less than a year, and has
reappointed its previous lead global agency, Applied Communication.
Applied co-ordinated Oracle’s global PR for five years until last
January, when the company opted for Avalanche, an integrated ’virtual
network’ formed specifically to handle the Oracle account jointly by
Ogilvy PR Worldwide, Hill and Knowlton and Cunningham Communications.
Avalanche has been disbanded as a result of Oracle’s decision.
H&K and Ogilvy continue to work for Oracle on a project basis in Europe,
the Middle East, Africa and Asia-Pacific. Cunningham no longer works for
Commenting on the decision to terminate Avalanche’s contract, Jennifer
Glass, senior director of corporate PR for the San Francisco-based
company said: ’It was a mutual decision to part company. We had
previously had a five-year award-winning contract with Applied which we
decided to renew.
We hope to continue working with H&K and Ogilvy. We are not looking to
make any changes right now.’