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London, 13 January 2005 – Hotwire, the European technology public relations consultancy, today announced its appointment by Ciena, the network specialist for the telecoms industry, as the company’s public relations agency in Europe. Hotwire has been retained to communicate the company’s positioning and raise the profile of Ciena in four major European markets – the UK, France, Spain and Germany.
The European PR programme will include planning and strategy development and media relations with a key objective of demonstrating the company’s commitment to serving customers across Europe. The campaign will be led from Hotwire’s London office with local campaigns driven out of Hotwire’s offices in Paris and Frankfurt, and in Madrid through Spanish PR agency partner Imagica.
Formerly known as an optical networking company, Ciena recently unveiled a new market strategy and corporate identity following a series of strategic acquisitions and operational changes in the business. During the past 18 months Ciena acquired four companies, significantly diversifying its solutions portfolio and opening sales opportunities in new market and customer segments.
Ciena’s identity as a network specialist highlights the company’s ability to solve specific problems for its customers, made up of service and cable operators, Government organisations and large businesses. Ciena recently rolled out its new messaging, logo and website as part of a new global marketing and communications campaign.
As part of the renewed focus on marketing and public relations, Ciena also recently announced the appointment of Suzanne DuLong as chief communications officer, reporting directly to Ciena’s CEO Gary Smith. In this role, Ms. DuLong drives and oversees investor relations, internal communications, and media and industry analyst campaigns. This marks the first time a public relations professional role reports directly Ciena’s board, reflecting the company’s commitment to communications.
“The appointment of Hotwire in Europe is an integral part of our PR programme to engage target media and communicate our new identity and competitive differentiation,” said Ciena’s Suzanne DuLong. “Moving forward, Europe is a critical element of Ciena’s business, and through our PR campaign with Hotwire we will ensure that Ciena is well positioned to take advantage of the market opportunity.”
Kristin Syltevik, Hotwire co-founder and managing partner of client services, said: “Like the majority of companies operating in the telecoms equipment market, Ciena has gone through significant business changes over the past few years. The company has been through a process of re-evaluation and working with Hotwire will move its business forward and showcase its commitment to Europe.”
About Ciena
Ciena Corporation is the network specialist, focused on expanding the possibilities for its customers’ networks while reducing their cost of ownership. The company’s systems, software and services target and cure specific network pain points so that telcos, cable operators, governments and enterprises can best exploit the new applications that are driving their businesses forward.
About Hotwire
Hotwire is a European technology public relations consultancy established by Europe’s leading PR specialists to provide the technology industry with progressive PR services. Hotwire has recently been awarded one of the most prestigious awards in the global PR industry, winning an International Public Relations Association award for Best Business-to-Business Campaign for Hotwire’s work with Scottish telecoms company THUS. Hotwire has also received the title of Best IT PR Company (Computing Industry Awards 2002) and New Consultancy of the Year (PR Week Awards 2002).
Hotwire is headquartered in London with offices in Paris and Frankfurt. The company has six client practice areas: consumer technology, enterprise computing, telecommunications, electronics, new media and applications & services.
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