Blue Rubicon grabs Hill & Knowlton's Tech City brief

Blue Rubicon has been called in to help promote the UK's answer to Silicon Valley, PRWeek understands.

Tech hub: Tech City is based around Old Street roundabout
Tech hub: Tech City is based around Old Street roundabout

The agency is believed to have taken the retained work for Tech City, which is focused around London’s Old Street, from incumbent Hill+Knowlton Strategies after a pitch shootout reported by PRWeek.

The news comes after the appointment of Facebook’s European boss Joanna Shields to lead the project.

Tech City is part of a Government move to drive the UK up the digital ladder, with the appointment of Shields to head the Tech City Investment Organisation seen as a coup for the project.

Other recent successes include Amazon picking the site as its international hub for technology and digital innovations, while Google launched a campus there to help tech start-ups.

A well-placed tech PR source pointed to the departure of Shields’ predecessor Eric Van der Kleij to help launch a potential rival tech offering in Canary Wharf.

‘There is some potential competition now, and the work will be about making sure Tech City is seen as a leading hub both in London and internationally,’ the source said. ‘It is also massively important for David Cameron, because very early on he focused on growing the UK digital economy. Shields is a big fish, so as well as showing how the investment in the area is starting to bear fruit,it will be about profiling her.’

H+K was appointed in May 2011. 

Blue Rubicon declined to comment, but a spokesman for TCIO, which is part of the Government’s UK Trade & Investment arm, confirmed it was in discussions with the agency.

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