NEWS: SAS Institute drops Arrow for Icas following review

SAS Institute, the US information systems company, has parted company with Arrow Public Relations after six years and hired Icas PR in its place.

SAS Institute, the US information systems company, has parted company

with Arrow Public Relations after six years and hired Icas PR in its

place.



Appointed last week following a lengthy PR review, Icas has been handed

an estimated pounds 150,000 in fees to manage a corporate and product PR

brief and handle a series of special projects. Five agencies in total

were approached during the review, including the incumbent.



Icas director Cathy Pittham, who is leading the six-strong team on the

account, said that a major part of its work would be to raise SAS’s

overall profile, particularly among finance and marketing directors. The

company is one of the world’s ten largest software providers but is

generally less well known than rivals like Oracle and Informix.



Icas will also handle regular product PR and the launch of a new range

of off-the-shelf software packages early next year. The campaigns will

include media relations, research projects and organising events and

seminars.



The agency will ultimately report to SAS’s marketing director Glyn Read

but liaise on a day-to-day basis with Sheila Hunt, the company’s new PR

manager. Previously customer development manager, Hunt assumed her

public relations role this week as part of the company’s profile raising

drive.



North Carolina-based, SAS Institute was founded in 1976. It runs 26

subsidiaries worldwide. Last year its revenue increased by 17 per cent

to dollars 562.4 million (pounds 334.7 million).



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