Shandwick signs international brands

BOSTON: Shandwick International has racked up more than dollars 1.5 million in new business from several overseas firms, including Fujitsu, Japan's largest computer company.

BOSTON: Shandwick International has racked up more than dollars 1.5 million in new business from several overseas firms, including Fujitsu, Japan's largest computer company.

BOSTON: Shandwick International has racked up more than dollars 1.5 million in new business from several overseas firms, including Fujitsu, Japan's largest computer company.

All the new clients are seeking to raise their profiles in the US and in other foreign markets, which fits in with a major push by Shandwick to become known for multinational branding.

'It's becoming common for technology accounts to look beyond their domestic boundaries,' said Matthew Lloyd, Shandwick's VP of international programs, 'and it's accounts like these that are really growing in size. We're seeing more and more of them.'

Despite strong semiconductor sales and its dominance of the Japanese computer market, Fujitsu suffers from poor name recognition abroad, hindering its efforts to grab a larger share of the market for Internet IT services.

'They've remained quiet overseas for some time, and they're looking to push a new campaign in the US and across Europe that will establish them,' said Lloyd. 'We'll be leveraging its leadership in Japan and current activities in the US and Europe to position the company as a leader of Internet-based IT solutions for the global marketplace'

Along with Fujitsu, Shandwick is counseling Canbox, a German company that operates the unified Internet messaging platform of the same name, and the ETF Group, a venture capital group based in Switzerland.

Canbox is seeking to replicate its success in Germany in the US. Though well-established in mainland Europe, ETF Group - the ETF stands for European Technology Fund - is hoping to introduce itself to the US and the UK.



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