Y&R S.F.’s Tech Savvy Sways Openwave

SAN FRANCISCO After a review, software company Openwave Systems has hired Y&R San Francisco as its brand consultant partner, the agency said today.

Y&R will be responsible for Openwave’s brand strategy, messaging architecture and corporate identity system, the agency said.

The agency’s work with Openwave will begin immediately.

Openwave of Redwood City, Calif., provides software and services for communications and media companies. Its customers include AT&T Wireless, Cox, Motorola, Samsung and Alcatel.

The client selected Y&R for its technology experience, an agency representative said.

“Y&R San Francisco has created a reputation in the marketplace as the agency to turn to for the development of technology and business-to-business branding platforms,” Jody Bilney, chief marketing officer of Openwave, said in a statement.

Billings were not disclosed. The client had no ad expenditures in 2004 and 2005.