Sybase, the world’s sixth biggest independent database company, has put
its PR account up for review after eight years with Moores Associates.
The review is being led by Sybase’s marketing communications manager
Peter Wisbey who joined the company in April. Industry sources estimate
that the account could be worth between pounds 150,000 and pounds
200,000 a year in fees.
‘We are looking at the whole of our marketing to see how we will go
forward,’ said Wisbey. ‘We feel PR can play a major role in making our
customers and business partners aware of our products and we want to
ensure that we have got the right agency to fulfil those ambitions.’
He added that the company was especially keen to build relationships
with business partners in the field of product distribution, reselling
and systems integration and to combat fierce competition from rivals
like Oracle and Informix.
Three hi-tech consultancies, together with the incumbent, have been
invited to pitch for the account. Although Wisbey declined to name the
other contenders, industry sources have revealed that they include
Firefly and A Plus.
Both agencies have hands on experience in the sector. In October Firefly
lost its seven year hold on the Oracle account to Bite, while Informix
replaced A Plus with Band and Brown in April.