GTech appoints Axicom for hi-tech emphasis

Lottery firm GTech is changing its PR agency requirements following the sale of its pounds 51 million stake in National Lottery operator Camelot last April.

Lottery firm GTech is changing its PR agency requirements following

the sale of its pounds 51 million stake in National Lottery operator

Camelot last April.



GTech is to place more emphasis on its role as a supplier of the

technology behind the UK lottery and 70 other lotteries worldwide and

has hired London-based hi-tech PR agency AxiCom to communicate this in

the UK. The agency pitched against Manning Selvage and Lee and Text

100.



Across Europe, GTech supplies the technology for lotteries in Spain, the

Czech Republic, the Netherlands, Denmark and Poland. It does not retain

agencies in Continental Europe.



GTech has used financial public relations firm Bell Pottinger Financial

for five years but is parting company with the agency because it does

not need financial PR support now it is no longer part of the Camelot

consortium.



AxiCom’s appointment is part of GTech’s media strategy as it addresses

bad publicity generated by its former chairman Guy Snowden’s libel case

against Richard Branson and some of its alleged business practices in

the US.



Joanna Manning-Cooper, GTech’s director of public relations for the UK

and Europe, said: ’We got caught up in defending a bad reputation after

the Branson case with people focusing on this rather than what we

actually do.



’We now have people asking us what it is that we do and need to explain

that we have some of the best technology in the world.’



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