SAN FRANCISCO—Wind River, which makes software that enable a wide variety of devices—from consumer products to aerospace components—has selected Applied Communications as its public relations agency of record after an extensive search that included 12 firms. The company also hired a new advertising agency, JumboShrimp, as it embarks on a campaign to raise its profile beyond the information technology sector.
Wind River is a 20-year-old company that works with companies in the aerospace, automotive, digital consumer, industrial and networking sectors. Its clients include Boeing, Hewlett-Packard, Intel, and Sony, and the company and its technology was used in the NASA Pathfinder probes. Yet senior director of corporate communications Gayle Semrad concedes the company is not well known outside of its key target markets.
“We have been building a very solid brand platform, and we have done a great job of selling to the developer community, where we are known for our engineering expertise and integrity,” says Semrad. “But software now accounts for 60 percent of many companies’ R&D budget, and so choosing a software provider is a more strategic decision, often at the executive level, so we need to build our reputation with a broader audience.”
She says Applied was chosen for that task because “an agency is very much an extension of our organization, and it was important to find a firm with a strong philosophical fit. The methodology and approach that Applied takes is very much in concert with our own way of thinking. And they really did their homework. They understood what was required to take our business to the next level.”
Applied’s first task will be the launch of a redesigned website this week. It will also be charged with securing media coverage of top-tier mainstream business media as well as vertical trades.