An advertising agency that focuses on technology companies may seem a high-risk proposition at present. But Tidalwave Technology made a shrewd decision three years ago to work with big brands and not the emerging dotcoms, a move that protected it when the dotcom bubble burst last year. The firm’s sales rose 156% a year from £315,000 in 1997 to £5.3m in 2000, when it had 45 staff. Tidalwave was founded in 1996 by two former advertising men, Paul Cash and Julian Sowerby, to offer marketing and advertising services to leading technology companies such as Hewlett-Packard, Microsoft and Cisco. It does everything from structuring sponsorship deals to launching press campaigns and online marketing drives. Cash attributes the company’s success to the fact that it recruits staff from the technology sector and then trains them in marketing. A former employee of Cisco, for example, will have a head start in understanding that customer’s business.
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