Infineon's director of corporate and investor communications, Kaye Lim, said the change in consultancy was a result of the company shifting its marketing focus from business-to-business to a consumer audience. She declined to name the previous agency.
"The former agency did a good job from the IPO days three years ago until today. (But) now Infineon has grown. The needs are different. So we are changing agency to take this to the next level," she said.
Having established solid rapport with trade media, Infineon is targeting business, financial and lifestyle media in the new stage, with messages about the relevance of its products to day-to-day living - such as semi-conductor parts in mobile phones, cars, computers and washing machines.
Recently-appointed managing director for Singapore and Southeast Asia at Upstream, Susana Archibald, heads the account, reporting directly to Lim.
Infineon operates globally with regional offices in San Jose, Singapore and Tokyo.