Written by Jason Shuffler
SAN FRANCISCO: Netgear named Atomic PR its US AOR for a range of communications work, including media and analyst relations, blog design and social media, strategic planning and SEO.
Judy Hoffmann, Netgear’s director of worldwide marketing communications, said a group of six “world class” agencies participated in the first round of the RFP, but only two were selected as finalists. Atomic PR was chosen for its experience in the consumer tech industry and the importance the agency places on communications analytics, she said.
“Atomic PR is very modern in its approach,” said Hoffmann. “There are a lot of people that do PR, but you don’t know what you are getting.”
Netgear had been working with incumbent Sterling Communications for about eight years. Sterling Communications CEO Marianne O’Connor said her agency elected not to participate in the RFP, in part, because the agency is moving more into the cleantech business.
Hoffmann, who oversaw the search for a new agency, declined to name the other agencies that pitched or the budget of the account, saying only “PR is a big priority for us,” she said.
A core team of six people at Atomic will work on the account, headed by Allyson Stinchfield, director, and SVP Nick Olsson. Both report to Hoffman.
“Our needs changed,” Hoffman said. “We needed to have an agency take a fresh look at Netgear.”