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