Gateway Taps Schwartz for New PR Initiative

SAN FRANCISCO Gateway has hired Schwartz Communica-
tions to handle public relations as it refocuses its business-to-business division.

Schwartz Communications, an independent based in Waltham, Mass., will handle the account out of its San Francisco office. Schwartz was selected because of its strong experience in the b-to-b market, said Gateway representative Brad Williams. “The agency will work on relaunching the Gateway business division,” he said.

Gateway did not previously have a PR agency for its b-to-b unit. Schwartz won the business after a review that involved four undisclosed agencies.

For the past 18 months, the San Diego-based computer and electronics company has been focused on expanding its product line, said Williams. Schwartz will help position Gateway as a provider of products for education, government and small business.

Gateway is best known for its direct marketing and sales of its branded line of personal computers. The company has recently expanded to include its own line of digital and plasma-screen televisions, tablet PCs, personal digital assistants, and systems and networking products and services.

The goal, said Williams, “is to be a one-stop resource for businesses’ IT needs and things that a business would not necessarily seek from its IT provider, such as plasma screen televisions or digital cameras.”

Gateway will also be launching a business-focused advertising campaign in the next few months, created by its agency, Leo Burnett in Chicago. Gateway spends about $150 annually on ads. The budget for the PR account was undisclosed.



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