Catena Networks hired The Ardell Group to establish the new company as a viable player in the broadband access market with steady revenue, market-leading technology, and corporate leadership. Most importantly, Ardell was charged with positioning the company for successful acquisition.


Leverage strong relationships with communications trade and business editors to establish awareness for Catena's streamlined approach to the convergence of the data and voice network infrastructure. Build a brand for the company as a winner and thought leader, raising the profile and acquisition attractiveness of the company through strategic messages communicated through select business press opportunities and a consistent series of customer win and milestone announcements. Create a strong paper trail showing awareness, momentum and preference for Catena products.

• Increased positive coverage in leading trade publications and analyst reports by 50 percent each year, year over year (2000-2004)
• Secured a stand-alone feature story in the New York Times on the company, its leadership and unique technology
• Secured 62 hits in top-tier trade/corporate publications and placed/ghostwrote 6 contributed articles
• Established positive relationships for the company with leading industry influencers at publications such as Telephony, Telecommunications and XCHANGE and firms such as RHK and Yankee Group
• Created high-profile thought leaders throughout the company by securing speaking opportunities at shows such as SUPERCOMM and USTA and contributed articles in publications such as Converge! Network Digest, (11 speaking opportunities in an 18-month period)
• Catena Networks was successfully acquired by Ciena in 2004