MapInfo, a global software firm, and its agency of record, Schwartz Communications, have been together for 11 years. But the team's approach to communications is as fresh today
as it was a decade ago, in large part because of the constant flow of information between the two companies. "I really think of [the Schwartz team] as if they were employees of
MapInfo," says Angela Girard, senior PR manager for the client organization. "They work the relationship like that. They grow and change with us."
Case in point: In April of this year, MapInfo regorganized into three separate business units, each with its own strategic marketing manager who reports to Girard. When some PR
firms might still have been struggling to figure out who the appropriate contacts were, the Schwartz account team was up and running, helping to build sharper messaging for each
unit.
Carol McGarry, EVP of Schwartz, attributes the ability to roll with the change to thorough communications with her partners at MapInfo. Girard and her colleagues conducted a
comprehensive presentation of the new organization and goals for the Schwartz staffers. "They went through a process of identifying customer needs that would drive sales and
marketing. Based on that, we got marketing plans from each division." The plans have allowed McGarry and her team to hone PR messaging for each unit to coordinate with the
marketing messages.
"It was standard operating procedure for us to make sure they had a full understanding of the company," Girard says. In fact, McGarry is brought to the planning table for any
changes that will impact MapInfo's PR.
But the two teams don't just communicate during major changes. An open flow of information is the rule. Schwartz has a MapInfo alias that MapInfo employees can email at any
time with questions for anyone on the account team. The two groups hold weekly calls during which Girard updates Schwartz on marketing initiatives and the Schwartz team updates
MapInfo marketers on media initiatives. And they hold monthly integration meetings for the entire MapInfo marketing team and the Schwartz account team. "We see ourselves as an
extension of MapInfo," says McGarry. "The longevity of a client/agency relationship is a two-way street."
Schwartz Stats
Headquarters: Waltham, Mass.
Clients: Checkfree, Cytyc, GE Global eXchange Services, MapInfo, SupplyWorks
Number of Employees on MapInfo Account: 6
URL: http://www.schwartz-pr.com
(Contacts: Girard, 518/285-6000; McGarry, 781/684-0770)