AT&T Business - the B2B arm of telecoms giant AT&T - is driving a
PR campaign to develop its corporate reputation across Europe, Middle
East and Africa (EMEA).
The PR push comes after the recent demise of Concert - AT&T's joint
venture with BT - which, until its closure in October, prevented AT&T
Business from promoting itself as a separate brand.
AT&T has hired GCI Financial to orchestrate and run the communications
campaign, covering all external communications such as B2B, corporate
media relations, trade, technical and analyst relations.
GCI won the business after a lengthy pitch process, which initially
involved up to nine firms, but was whittled down to a shortlist of
The account is led out of London by GCI Financial CEO Rupert Ashe and
director Claire Rowberry, reporting to AT&T Business EMEA director of PR
GCI will initially run the account from London, Paris and Dusseldorf,
but will be looking to bring in more international teams as the campaign
'AT&T is unfettered, is no longer forced to be low profile and can
market itself aggressively in Europe,' said Ashe.
'The challenge is to identify AT&T as the reliable and innovative brand
in its space and ensure people see them as a rock of certainty in a
market that has been going through a lot of turmoil,' he added.
AT&T and BT decided to wind up Concert, which had 6,500 employees in
Europe and the US, after a disappointing financial performance.
Brunswick was brought in earlier this year to advise on strategic PR
issues surrounding Concert's demise.
AT&T Business provides voice, video and data communications to companies
across the world.