Internet provider Yota is one of a number of firms developing ‘4G’ services. In a bid to become one of Russia’s first global consumer brands, the company has appointed Bell Pottinger’s Harvard to handle technology PR, while sister agency Good Relations is to work on a corporate brief.
The PR campaign will focus on key influencers in the UK business space, targeting media such as The Economist.
In August last year, Yota recruited Lexis head of digital Chris Cook as global head of comms, based out of London. The two Bell Pottinger agencies will report to him.
Having opened a UK headquarters in London in 2010, Yota entered the Latin American market in Nicaragua late last year, and has obtained mobile frequencies to transmit and receive, as well as opening representative offices in Peru and Belarus.
In an unusual move for a Russian company operating outside of Silicon Valley, Yota plans to develop networks in emerging markets and the two Bell Pottinger agencies will also focus on co-ordinating a PR campaign across the Latin American region.
Cook said: 'Yota is an ambitious company with some radical ideas but the fact that we're based in Russia rather than silicon valley means we have to shout much louder to be heard. PR is the quickest way for us to educate the international influencer community about Yota and challenge their preconceptions about Russian businesses.'
The news follows Yota’s appointment of W Communications last December to handle a consumer campaign around its Yota Space project