NEW YORK—Avaya, a leading global provider of communications networks and telecommunications services to businesses, has tapped Hill & Knowlton for strategic public relations initiatives. H&K takes over from Edelman as Avaya’s lead agency.
Hill & Knowlton’s experience in strategic communications and in working with the business media in the technology and communications industry were key factors in Avaya’s decision, according to vice president of corporate marketing and communications Lydia Whitefield.
“As Avaya works to transform business through communications, we needed a partner that truly understood the opportunity the market provides us and also has the strategic expertise to execute,” said
Whitefield. “Hill & Knowlton has the smart, creative team to take our public relations activities to a level that further impacts our business.”
Avaya, which spun off from Lucent Technologies in 2000, lost $37.6 million in its first fiscal quarter. It recently launched a new corporate advertising campaign featuring talk show host Wayne Brady, designed to raise its profile
“Avaya has a unique insight into how companies can use communications to deliver business results,” said Joseph Paluska, U.S. deputy director of H&K’s technology practice. “We will partner with Avaya on new ways to position the opportunities for businesses to use Internet Protocol networks to make applications work together in ways not possible before.”