PALO ALTO—CXO Communication, the strategic communication consultancy launched last year by former Citigate Cunnigham founder Andy Cunnningham, has won a number of business-critical positioning assignments from technology, finance, consumer, healthcare and non-profit organizations.
Cunningham says the majority of the assignments are three to six-month projects with a heavy emphasis on positioning and conceptual branding, like the firm’s work for road and mountain bike manufacturer Specialized, which retained CXO to come up with a way of describing its new technology—which makes its bikes more comfortable—without alienating hard core bikers for whom comfort is a four-letter word.
UCSF Medical Center and UCSF Children’s Hospital, meanwhile, hired CXO because it is about to launch a campaign to build a major new hospital and wanted to ensure they had the right messaging. Other new clients include LeapFrog, a designer and marketer of innovative, technology-based educational products; Pequot Ventures, the direct venture investment arm of Pequot Capital Management; and YEO/WEO, a peer-to-peer global community network and resource for entrepreneurs
Cunningham says she sees the new business successes as vindication of her belief that the “PR business is bifurcating, with clients turning to firms like ours for strategy and positioning, while seeking execution elsewhere. Progressive companies are beginning to proactively re-examine what their organizations, products and services should stand for in the marketplace, and how they can best grow and compete moving forward. As a firm that specializes in this type of work, our business is gaining momentum as this trend takes hold.”