Arun Sudhaman 01 May 2017 // 1:00PM GMT
SAN FRANCISCO — ARM Holdings, the UK tech giant whose microchips power millions of devices, has parted ways with Racepoint Global after a decade-long relationship with the tech PR firm.
The PR brief, which covers the US, UK and Europe along with other key global markets, moves to Allison+Partners following a competitive review, the Holmes Report has learned. ARM corporate communications director Phil Hughes confirmed the shift.
The assignment is understood to be one of Racepoint's biggest accounts, although an agency spokesperson declined to comment on whether the firm is making layoffs.
"We appreciated having the opportunity to work with ARM for a decade and to establish them as a leading brand in their category," said Racepoint Global CEO Peter Prodromou. "Helping transform the company from its roots to a global leadership position was extremely gratifying and we wish them great luck in the next chapter in their journey."
Founded in Cambridge, England, ARM was sold last year to Japan's Softbank in a $24bn deal. The UK company licenses its semiconductor technologies to companies that manufacture chips for all manner of devices, including TVs, smartphones, drones and wearable tech.
Over the past decade, Racepoint has worked closely with ARM to develop its global brand, often involving a more consumer-friendly positioning. The account shift comes after ARM hired Joyce Kim as VP of global marketing, brand and communications last year.