LONDON—Software giant SAS has hired Lewis PR to oversee its UK comms remit, which will focus specifically on the rise of 'big data' analytics.

The $3bn software company selected Lewis to handle UK and Ireland PR duties following a competitive review that began last year.

SAS has charged Lewis with integrated communications, influencer relations and demand generation. In particular, the company hopes to highlight the need for more data scientists as part of the expanding information economy. 

Accordingly, the campaign will focus on the business community and academia, explaining how analytics is changing the economy across every industry.

"Since it is our goal to drive the big data agenda, it is important that we work with a partner that can offer a fully integrated strategic communications and influencer programme," said Ann Morgan, head of communications and communities at SAS UK & Ireland. 

Lewis PR UK group MD Giles Peddy added that the firm will seek to "showcase how big data analytics can drive significant change in business, government and society."