Arun Sudhaman 19 Mar 2012 // 12:00AM GMT
LONDON--Monitoring and intelligence provider Meltwater Group has put its European PR brief up for review amid rapid recent growth.
The company, now worth more than $100m, currently works with four firms in the markets under review. The UK is overseen by Octopus, while Faktor3, First House and Hallvarsson & Halvarsson handle Germany, Norway and Sweden, respectively.
All of the incumbents have been invited to take part in the pitch, said Meltwater PR director Dan Purvis, along with a mix of networked firms and local market players. The company is looking for one firm to take on lead agency status, but remains flexible as to how this is accomplished.
“The current agencies have done a really good job in elevating our brand awareness,” Purvis told the Holmes Report. “That’s been a process of 18 months to two years. We’ve now grown to over $100m in revenues, 55 offices and approximately 1000 employees - it’s a natural time to evaluate the marketing communications strategy.”
Purvis feels that Meltwater is now a “known brand” amongst its target audience of businesses. “We want to position ourself very much as a thought leader in digital intelligence and marketing solutions. We need to reassess everything and see what can change and what can we improve on.”
Meltwater’s products include social media, news monitoring and analytics services, bolstered by numerous acquisitions that have added specific digital capabilities. The company has also been at the forefront of a high-profile legal battle against the UK’s Newspaper Licensing Agency, regarding the latter body’s plans to charge expensive licences for news aggregation users.
Meltwater’s other retained PR agencies include Edelman in North America, and Espresso in Australasia.