LINCOLNSHIRE, IL —Zebra Technologies, which specializes in hardware and software for a range of industries, has appointed two new agencies of record — Zeno and Archetype — to handle global public relations, the Holmes Report can reveal.

Zeno’s remit covers the Americas, while Archetype will handle the company’s PR across the APAC and EMEA regions. The agencies are charged with supporting Zebra’s media relations strategy, storytelling and thought leadership, the company said.

Zeno and Archetype won the account in a competitive review.  The total business is estimated to be worth a low seven-digit figure.

Since 2015, Zebra’s PR has been handled by Burson Cohn & Wolfe, which absorbed the business from predecessor Burson-Marsteller, and Text100. BCW’s remit covered North America, EMEA and Latin America; Text100 supported Zebra across APAC, which it continued to do when it merged with sister agency Bite and rebranded as Archetype in February.

The company partnered with Ogilvy PR before that. Zebra serves industries including healthcare, retail and transportation with offerings like mobile computers, barcode scanners, printers and interactive kiosks.

In announcing the agency appointments, Zebra said the move is part of the company’s shift toward marketing and communications initiatives that are audience-focused, and clearly showcase the positive impact the company’s products and solutions can have on business.

That includes fostering deeper engagement with key audiences, integrating PR more centrally into the broader go-to-market approach and offering Zebra’s perspective on current trends such as the on-demand economy, intelligent automation and workflow collaboration. The agencies also will collaborate with Zebra on driving its integrated global campaign strategy to promote the company’s solutions, leveraging digital components including Zebra’s Your Edge blog.

“To meet the needs of today’s on-demand economy, real-time data from the edge is required. For the retailers, manufacturers, transportation and logistics and healthcare teams we serve, the edge represents where they interact with their customers. This is also where our innovation happens, our brand lives and our best stories are told,” said Zebra CMO Jeff Schmitz. “We have identified the agencies that best fit as extended members of our global marketing team to enhance our media relations strategy as well as our storytelling and thought leadership activities.”