Agency Watch: Atomic Signs Two

By Andrew Gordon

AtomicPR is starting off the new year with announcements of two new clients, coming on the heels of the San Francisco-based PR firm's win of the Hitachi Data Systems global account in December.

Enterprise business intelligence firm Sagent and computer forensics firm Guidance Software have both chosen AtomicPR as their PR agency of record.

Guidance specializes in software that enables companies to do anything in realm of computer forensics, such as imaging hard drives to prevent espionage to searching and finding deleted files. The Pasadena, Calif. -based firm picked AtomicPR for its quick ability to demonstrate a thorough understanding of not just the software firm but also its industry.

"The other firms just took so much longer," says Jennifer Ahnberg, marketing specialist for Guidance. "Atomic just moved so quickly. They did a lot of research before meeting us. They marketed themselves very well, and made it clear that they work the same way we do, and are equally concerned about ROI."

Ahnberg says she was particularly impressed with AtomicPR's ability to allow its clients to log in and check online the real-time status of PR endeavors.

"They're going to be doing all of our PR, helping us with messaging, event planning, writing press releases and analyst tours," says Ahnberg. "We don't have as big a name as we would like. So they're going to help us get our name out there."

For Lisa Bergamo, vp of corporate marketing at Sagent, based in Mountain View, Calif., it was the degree of detail in AtomicPR's presentation that impresses her. "I chose them because there are smart and came in prepared," Bergamo says. "They did their homework. Instead of getting the same dog-and-pony show, they came in with a personalized action plan, which is rare."

AtomicPR will help Sagent deliver its branding and messaging, and help with media relations and other activities to raise awareness of the company. "What we did for both of these companies is just an extension of how we do business overall," says Andy Getsey, AtomicPR's co-founder and CEO.

When Guidance issued an RFP, Atomic responded by creating a password-protected Web site, complete with charts and other information about AtomicPR's capabilities tailored to Guidance's needs, says co-founder and evp James Hannon. That presentation site is similar to the sites that allow clients to see the status of PR work being done on their behalf.