Oracle Hires Newly Formed Agency

Oracle Corp. said it hired Avalanche PR, a newly formed 20-person joint venture, to oversee its public relations as the software company works to expand its marketing worldwide. Applied Communications Corp., the database software maker’s former public relations firm, resigned to “pursue other new business opportunities,” the company said in a statement. Palo Alto-based Avalanche, a joint venture formed this week by Cunningham Communications Inc., Hill & Knowlton and Ogilvy, Adams & Rinehart, was created to work worldwide exclusively for Oracle. The news comes as Oracle focuses on building its brand and its marketing efforts. Shares of Redwood Shores-based Oracle rose $1.13 to close at $19.19 on Nasdaq.