Brightmail appoints Max Australia as its Public Relations Consultancy for Australia
The appointment follows a competitive PR review with four agencies pitching for the business. Brightmail selected Max Australia for its experienced team, creative approach to launching the brand locally, and strategic thinking surrounding spam policy and debate.
"The extensive research done by Max Australia during the pitch process solidified my decision," said Jacquii Donovan, Marketing Director, Asia Pacific for Brightmail. "Not only do they know the IT industry inside and out, but they showed strategic insight into the current spam legislation and debate."
"With the recent spam legislation and Brightmail’s statistics showing that spam accounts for
58 per cent of all email sent over the Internet, spam is an extremely topical issue that affects us all," said Donovan. "We wanted an agency with the insight needed to solidify Brightmail’s leadership position and a creative approach to set it apart in what has become an increasingly competitive market."
The account will be managed by Fiona Martin, Account Director at Max Australia. Working with Brightmail’s marketing team, Max will focus on establishing Brightmail’s position in the local debate surrounding spam, and providing information on the company’s capabilities and offerings to key audiences.
"Whilst Brightmail has been fighting spam for five years, it is just entering the Australian marketplace and thus has a unique communications challenge," said Fiona Martin, Account Director for Max Australia.
"We’re planning to extend its leadership to the local market based on the fact that Brightmail currently filters 15 per cent of the world’s Internet email traffic and is in a unique position to not only track the volume and profiles of spam messages, but to expose the techniques that spammers use to launch attacks."
Effective immediately, all media enquiry’s relating to Brightmail will be handled directly by Max Australia on 02 9954 3492.