Case Study: Transition of Power: Communicating to Maintain Brand Strength & Consumer Confidence During an Acquisition


Company: SurfControl Agency: Citigate Cunningham Timeframe: 2007 Periods of transition around mergers and acquisitions present innumerable challenges for organizations, especially when a primary goal is to retain a brand's relevance and prominence in the marketplace. Such was the dilemma faced by SurfControl, a leading provider of global on-demand, network and endpoint IT security solutions, in early 2007, at which point speculation was running amok in the Silicon Valley pipeline that Websense, a security software company headquartered in San Diego, would be purchasing the company. Sure enough, on April 26, 2007, rumors crystallized into reality when Websense announced a formal offer to acquire its rival. The acquisition would span six months and was officially closed on October 3, 2007. To foster a strong corporate image and maintain its network of business relationships with customers and partners during the transition, SurfControl partnered with Citigate Cunningham, an agency that specializes in working with Silicon Valley clients, during this period of uncertainty.

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