NEWS: Sterling chooses Arrow to get to the heart of its image

Sterling Software, the world’s tenth biggest software company, has dropped Kinross and Render, its PR adviser for the last three years, and hired Arrow PR in its place.

Sterling Software, the world’s tenth biggest software company, has

dropped Kinross and Render, its PR adviser for the last three years, and

hired Arrow PR in its place.



The appointment, confirmed last week, follows a pitch between the

incumbent, Arrow and Bourne River Marketing Communications. The account

is worth around pounds 70,000 a year in fees.



Based in Uxbridge, Sterling provides software products and services for

electronic commerce, applications management and systems management and

employs 3,600 people worldwide. Clients include NatWest, which uses

Sterling equipment for its Switch payment facility.



Although Sterling ranks with Microsoft, Oracle and Novell in terms of

revenues, it remains less well known.



‘The big problem is that they are not as well known as they should be,’

said Arrow MD Ken Deeks, who is to lead the PR account. ‘The fact that

it operates in three different areas also makes it more difficult to

position than, say, Oracle as a database company or Microsoft for office

software.’



Arrow would, he said, put together a PR strategy for the company by

talking to Sterling’s customers and business partners. It will then

formulate key messages for the group as a whole and its individual

business units.



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