LONDON—Netgear has appointed Bite Communications to run its integrated communications in the UK as it ramps up investment in the midmarket with the launch of its commercial division. The communications brief began with an initial pilot project built around telling the Netgear story at the education show BETT. The two companies are now working together to develop the first part of an integrated communications campaign. The first part of the brief involves developing a point of view for Netgear that will spark conversations and debate among businesses and the channel around solutions and issues, rather than just products. Content for national, business and channel media drawing on key technology business challenges, such as virtualisation, mobility, security and the cloud, will sit at the heart of the campaign. Another element involves building on and offline content to drive conversations in target media, blogs and social media forums. Bite will also run a written and video customer reference program to demonstrate the true scale of Netgear technology. The appointment also involves Bite working with Netgear to begin engaging with the public sector. Sarah Wright, UKI marketing manager at Netgear, says: “Bite’s ability to take a brief, shake it up and offer an integrated programme resonated very quickly with us. We need a team in place that can encourage Netgear to expand beyond product PR, help develop compelling content that works regardless of the platform, to fundamentally get us in front of key business influencers.”
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