Technology and financial services PR specialist
Founded in 1995 by Ronnie Simpson, former country manager for Edelman in Ireland, Simpson Financial & Technology PR was the first technology sector specialist in the Irish marketplace, and it has maintained that positioning for its 10 years in business, even surviving the downturn that followed the dot-com bust of 2000 with minimal disruption. Today, about three-quarters of the firm’s revenue derive from the high-tech sector, with the balance coming from financial services clients.
One secret of the firm’s success is the lengthy tenure of both employees and clients. Account directors Mary O’Brien and Jacinta Ryan have both been with the firm for at least eight years, and many of the firm’s largest clients—a list that includes O2, Sun Microsystems, Siemens, Capgemini, salesforce.com, Standard Life and the Irish Venture Capital Association—have been around almost as long. Why do they stay? “We know from our own software analysis that the PR we are doing with Simpson is directly resulting in sales leads, not just awareness building, and is the most powerful part of our marketing communications mix,” says Fergus Gloster, vice president at salesforce.com.
Fee income in 2004 was around €700,000, up about 6 percent on the previous year, with new business coming from international geographic information systems company ESRI, Irish outsourcing firm IT Alliance, and IT services company DSS. The firm also added Perlico Communications, winning the 2005 PRCA Ireland Award for Excellence in business-to-business PR for a programme that increased the Perlico customer base by 3,000 per cent. One significant client loss was 3com, one of the firm’s earlier clients, which decided to consolidate European PR, eliminating several local firms, but Simpson expects to be able to leverage its networking industry experience with another client in the space.
Simpson is the Irish partner of the Eurocom network of technology-focused independent PR firms.