SOURCE: Penguin Computing

May 31, 2005 14:29 ET

Big Arrow Named Brand Agency of Record for Penguin Computing

Two Highly Technical Brands Select Strategic Partner to Address Complex Communications Challenges

NEW YORK, NY -- (MARKET WIRE) -- May 31, 2005 -- Big Arrow Consulting Group has been named Agency of Record for Penguin Computing for all brand and advertising assignments. Penguin Computing, headquartered in San Francisco, California, is the go-to source for robust Linux hardware and software solutions for business. Big Arrow was also named agency of record for Scyld Software, a Penguin Computing company, which creates the software that Fortune 500 companies need to overcome the complexities of Linux computing. Big Arrow will work with both companies to help develop distinct but complementary brands that will enable the companies to stand out in an increasingly noisy technology landscape.

Big Arrow has already crafted three print and on-line campaigns that have resulted in tripled traffic to the Penguin Computing website and continues to develop corporate and product branding initiatives.

Commenting on the appointment, Virginia Cartwright, Vice President of Corporate Marketing for Penguin Computing, said, "Linux is one of the fastest growing markets in the technology industry -- competition is fierce and our customers have complex needs. In such an environment, it's vital for us to make ourselves heard in as compelling and as creative a way we can, in order to ensure that our brands and messages resonate with our target audiences and stand out from all the other brands that bombard IT buyers. This is one of the key factors in choosing a strategic firm like Big Arrow, which brings multi-disciplined perspectives to two highly technical brands.

"One of the great things about working with them is their 'Seat-at-the-Table' process, which ensures that client and agency work as a truly integrated team. Over the years, I've seen how critical it is that the agency understands the company and brand as well as the in-house team and that everyone involved shares ownership of the campaigns. This collaboration of their expertise and ours has made a real difference in reaching our business objectives."

According to Mike Marino, CEO of Big Arrow, "We are thrilled to be working with Penguin Computing. The combination of Virginia's deep marketing knowledge and experience and Big Arrow's strategic processes and creative insights has already proven successful in these first efforts for Penguin Computing. We are confident that we are up to the challenge of helping bring Fortune 500 companies into the Linux and Penguin Computing franchise, as well as meeting the needs of other brands with equally multifaceted value propositions."

About Penguin Computing

Penguin Computing is the leading innovator of highly scalable, powerful Linux cluster, server and workstation platforms based on open standards hardware and software. The company has focused 100% on Linux since its inception and as a result, its solutions are robust and reliable, with a price/performance that's hard to beat. Scyld Software, a subsidiary of Penguin Computing, provides the industry leading Linux clustering software, Scyld Beowulf™, whose superior ease of use dramatically simplifies the deployment and management of Linux clusters. The company's extensive customer base includes Fortune 1000 companies, government agencies and educational institutions. Founded in 1998, Penguin Computing is headquartered in San Francisco, California. To learn more about HPC and Linux clustering, please visit Penguin Computing at http://www.penguincomputing.com and Scyld Software at http://www.scyld.com.

Penguin Computing is a registered trademark of Penguin Computing, Inc. Scyld Beowulf is a trademark of Scyld Software Corporation. Linux is a registered trademark of Linus Torvalds. Other names are for informational purposes only and may be trademarks of their respective owners.

About the Big Arrow Group

The Big Arrow Group, LLC is a new strategic consultancy poised between a consulting firm and a communications agency. For the last year, Big Arrow has been redefining communications deliverables through research- and case-based strategies for businesses and brands in ways that are immediately usable, creative and easily understood. We specialize in new product development as well as corporate and product brands who seek definition, development or focus. Categories of focus include technology, healthcare, business-to-business and corporate branding. With headquarters in New York, Big Arrow operates full service consultancies in London, Los Angeles and Milan.

To learn more about the Big Arrow Group, please visit http://www.bigarrowgroup.com.

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