CAMBRIDGE, MA--Nasdaq-listed Pegasystems has handed public relations duties to Hotwire following a competitive review.

The company, which specializes in business process management and CRM, previously worked with PAN Communications.

Hotwire is charged with developing and implementing an integrated PR strategy to raise global awareness of the brand, and build upon the momentum and buzz that the company has experienced over the past few years.

In 2010, Pegasystems was ranked the third fastest-growing tech company by Fortune Magazine, and has experienced six years of consecutive 25 percent growth.

As part of the campaign, Hotwire will aim to generate greater buzz within high-level business press, IT, and trade publications. The campaign will expand outreach to leading media influencers while also focusing to drive further awareness for Pega’s many customer successes.

“We were looking for an agency that could help disrupt the status quo, by combining a creative edge with high levels of expertise and experience that would help drive our brand forward, and Hotwire demonstrated this throughout our review," said Brian Callahan, director of corporate communications at Pega. "During the pitch process, they captured the passion and enthusiasm that we believe reflects our own company thinking, and we saw them as a strong alternative to the large, global conglomerates offering a strong mix of international resources with personalized service.”

Separately, Pega has named PR veteran and W2 Group chairman Larry Weber to its board.