International news- PricewaterhouseCoopers considers single worldwide agency

NEW YORK: The world's largest management services company PricewaterhouseCoopers (PWC) is considering appointing a single agency worldwide, as part of a radical review of its external PR.

NEW YORK: The world's largest management services company PricewaterhouseCoopers (PWC) is considering appointing a single agency worldwide, as part of a radical review of its external PR.

The international consultancy, which was formed in July from the merger of Price Waterhouse and Coopers & Lybrand, currently spends around $2 million on PR globally.

Jeremy Wyatt, PWC director of communications for Europe, Middle East and Africa, is pulling together a task force to handle the review.

Key in-house PR members from divisions and geographic zones, including the US, Asia and Latin America, will meet at a 'global table' to thrash out a strategy.

'I am conducting a review to see what is the best way forward in working with external PR agencies,' said Wyatt.

The firm may decide to appoint a single 'umbrella' agency which would handle PR globally, or may draw up a roster of agencies to work locally.

Wyatt stressed that he did not want to panic existing agencies which will not be reviewed immediately. Any pitches will take place after February, when the overall strategy review is expected to be completed.

The company currently uses a range of agencies in the US, including Hill and Knowlton, Edelman PR Worldwide and Manning Selvage and Lee.

In the UK, PWC works with Key Communications, Citigate Communications, Bell Pottinger and Text 100.

PWC employs 14 staff in its global and US PR operation in New York, headed by global marketing and communications head and PWC partner Bill Dauphinais.

UK director of marketing and communications, Roger White, leads a team of six and reports to Wyatt.

PWC, which had a revenues of $15.4 billion in 1997, is operational in 152 countries.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.