Arun Sudhaman 19 Jul 2011 // 11:00PM GMT
BEAVERTON, OR--A high-profile consortium aiming to promote energy efficiency in the IT industry is searching for new global communications support, the Holmes Report understands.
The Green Grid is backed by some of the biggest names in the tech sector, including Microsoft, Dell, HP, IBM and Intel. It is seeking marketing communications support in EMEA, as part of an overall review that is believed to include North America and Japan.
Global fees run to around £100,000 said sources familiar with the situation. Porter-Novelli is the three-year incumbent in North America and EMEA, but corporate practice director Neil Bayley confirmed that the agency would not re-pitch for the business. The Japan incumbent is Weber Shandwick.
Data centre energy use has grown rapidly in recent years, sparking campaigns from NGOs such as Greenpeace. Founded in 2007, The Green Grid concentrates on making data centres more efficient.
It is understood that The Green Grid is hoping to improve overall brand awareness of its activities, which include the development of models, metrics and standards. It is also aiming to promote its engagement with government bodies and industry organizations, boost membership, and position itself as a global authority on data centre resource efficiency.
The organisation is looking for a broad range of services, including marketing strategy, brand development, social media, analyst relations and direct marketing. Target audiences include C-suite executives, policy makers, sustainability professionals and the IT community.
One source said that the challenge for The Green Grid lay in its status as a member body. “It can become difficult for them to make progress, because they rely on various voices.”
The review follows the arrival of Mark Monroe as The Green Grid’s new executive director at the start of this year.