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
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