SAN JOSE, CA — Networking and storage giant Brocade is looking to consolidate its global PR efforts as the company evolves its positioning to include more software services. 

The seven-figure RFP includes an agency structure consisting of a global/Americas agency based out of the San Francisco Bay Area, an EMEA regional team based near London and an Asia-Pac regional team based around Singapore. The work includes analyst relations, social media, corporate communications and thought-leadership activities.

“We currently have more than 15 agencies working on our business around the world,” said Ed Graczyk, director of global corporate communications for Brocade. “We have some great companies and teams on the business but believe that consolidating to fewer agencies and a regional center of excellence model will give us even better results.”

It is understood the Cisco-competitor is looking to build its competitive advantage against its "open" rather than proprietary offerings. Among Brocade’s incumbent agencies is H+K Strategies in the US. In 2014, the company brought on FleishmanHillard in EMEA.