IBM opts to bring broadcast work back in-house

Technology giant IBM has taken its broadcast communications contract, which carries six figure fees, in-house after using Shandwick Broadcast for the past 18 months.

Technology giant IBM has taken its broadcast communications

contract, which carries six figure fees, in-house after using Shandwick

Broadcast for the past 18 months.



The work had included a one-year stint as broadcast consultancy for IBM

UK and EMEA, with the remainder consisting of projects including

handling IBM’s sponsorship of the Wimbledon tennis championships and

work with Tomorrow’s World.



According to Andrew Goldman, IBM’s communications manager, the company

is not looking to appoint another agency. Instead the work will be

undertaken by IBM’s in-house press department, which he heads.

’Shandwick was appointed to add industry expertise, but we are now

better equipped to do that ourselves,’ he said.



Tessa Curtis, chief executive of Shandwick Broadcast, who headed the

account, said:’We had tremendous success with major projects such as

coverage of IBM’s sponsorship of Wimbledon which gained 18 pieces of

national coverage, we also helped train people within IBM.’ She added:

’We are now a global practice and are looking to expand relationships

with clients, but basically this work was with IBM UK and the company

has a global agency so it has not been possible to extend the

relationship.’



IBM currently retains four agencies in the UK - Brodeur A Plus and

Axicom PR on technology PR briefs, Charles Barker BSMG on a corporate

brief and Ogilvy PR Worldwide, which manages IBM’s international

network.



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