Software AG adds another PR string to Arrow’s bow

German software giant Software AG has aborted plans to take on a director of PR, and has instead appointed PR agency Arrow to handle its pounds 150,000 fee UK public relations account.

German software giant Software AG has aborted plans to take on a

director of PR, and has instead appointed PR agency Arrow to handle its

pounds 150,000 fee UK public relations account.



The company is attempting to raise its profile in advance of a proposed

flotation late in 1998.



Arrow will work on all aspects of Software AG’s PR, focusing on brand

and product launches. It pitched against six other agencies, including

Strategic Alliance and previous incumbent IBA.



Roopinder Singh, Software AG’s director of marketing and partnerships,

said: ’We were looking for somebody to provide consultative, rather than

administrative public relations advice. Arrow was very proactive in its

outlook.’



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