MOUNTAIN VIEW—Silicon Graphics, known for its high-performance computers, graphics, and storage technology, has selected Access Communications and Noblemen Communications to handle national public relations. The two firms replace Fleishman-Hillard, SGI’s agency of record for the past two years.
Access, a San Francisco-based technology and consumer tech specialist, will handle corporate communications and PR for the storage division. Noblemen (formerly The Bernhardt Agency) will manage high-performance computing and graphics PR.
The change comes after SGI cut about 1,000 jobs and restructured its operations, focusing on the high-performance computing, advanced graphics and storage businesses and on customers in the energy, government, life sciences, manufacturing and media and entertainment industries. The company will look to Access and Noblemen to change what it sees as a “dated understanding” of its business.
According to Access senior vice president Darcy Harrison, the firm will focus on SGI’s “history of innovation and pushing the limits in computing, and how this has in turn driven its customers’ innovation and ability push the limits in their own industries.” She said the firm’s “previous storage technology and deep vertical markets experience was key to our winning the business.”
Access has added several major accounts in recent months. Most recently Amdocs selected the firm to handle PR for its billing and customer relationship management software products. Access will help the company leverage its experience in new vertical markets, including financial services, and to promote its integrated suite of products.
Porter Novelli previously handled the business.
While Access won’t discuss fees for any individual accounts, it says recent new business wins, including Amdocs, SGI, Visto, CCT Boatphone, Decru, Securify, and ITM Software represent about $2 million in new annualized billings.