Compuware, the world’s ninth biggest software company, has handed its
pounds 150,000-plus fee account to Firefly after ending its relationship
with Hunt Thompson.
The appointment follows a wholesale review of public relations begun two
months ago by Compuware’s UK marketing manager Andrea Cross. Four other
agencies pitched for the business: Harvard PR, Words Etc, Bourne River
and PA Consulting.
Hunt Thompson, which has worked for Compuware since the firm’s
acquisition of application developer Uniface in 1994, was asked to
repitch but declined the invitation.
‘Firefly has a great deal of respect in the IT sector, but it was their
strategic thinking that gave them the edge,’ said Cross.
Led by associate director David Hargreaves, one of the Firefly team’s
main tasks will be to build up Compuware’s corporate brand in the UK.
Despite turnover of dollars 614 million (pounds 409 million) last year,
the company remains less well known than rivals like Microsoft, Oracle