London, 8 July 2005 - Hotwire has been selected to refocus the company’s PR away from individual products, raising corporate brand awareness in Europe in order to position Embarcadero’s full offering as a comprehensive enterprise suite.  The campaign will target CIOs in large organisations with heavy data stores, such as those in the financial services, retail and public sector.  As companies continue to invest heavily in assuring the delivery of services, the provision of data has been greatly overlooked.  According to Embarcadero’s own research, most organisations are already only able to make effective use of 50% of their data. With the amount of data increasing by 40% per year, this looks set to become a massive issue.  Embarcadero is the only company that is exclusively focused on ensuring the reliable delivery and availability of quality data.

Brendon Craigie, senior partner and head of Hotwire’s applications and services practice, will head the Embarcadero account, supported by a seven-person team.  Brendon will report to Sharon Forder, Director of Marketing for Embarcadero EMEA.  Will Edward, VP of Embarcadero EMEA, commented: “It is important to us that our PR agency understands our business and our industry as well as we do.  We selected Hotwire because of its deep industry knowledge and broad European reach.  We look forward to working with Hotwire and trust their ability to deliver for Embarcadero.”

Brendon Craigie said: “Data management is becoming an unavoidable task for large enterprises.  Now that the need has been established it is a great time for Embarcadero to take the lead on issues such as compliance and data governance.”

About Embarcadero
Embarcadero Technologies, Inc. (Nasdaq: EMBT) is a provider of data lifecycle management solutions that help leading companies build, optimise, test, and manage their critical data, database, and application infrastructure. Nearly 11,000 companies, including 97 of the Fortune 100, rely on Embarcadero Technologies products to manage the explosive growth in data and ensure optimal performance of their complex, multi-platform applications and systems.

Embarcadero Technologies has its corporate headquarters in San Francisco, California, and European headquarters in Maidenhead, UK. For more information visit www.embarcadero.com.

Hotwire is a European technology public relations consultancy established to provide the technology industry with progressive PR services.

Since its foundation, Hotwire has won a number of prestigious awards across Europe. The accolades include the French Public Relations Top Com d’Or Trophée in the Corporate Business category. Hotwire has also been recognised by the International Public Relations Association when it was awarded Best Business-to-Business Campaign in 2003 for its work with Scottish telecoms company THUS.

Hotwire is headquartered in London with offices in Paris and Frankfurt. The company has six client practice areas: applications & services, consumer technology, digital media, enterprise & electronics, telecommunications, and banking & finance.

For more information about Hotwire, please visit www.hotwirepr.com.