HTC shakes up UK comms in bid for market comeback

LONDON: HTC is putting all of its UK agency work up for grabs as part of a global shift in communications focus.

LONDON: HTC is putting all of its UK agency work up for grabs as part of a global shift in communications focus.

The Taiwanese mobile-phone manufacturer has begun a far-reaching UK brief after elevating incumbent Nelson Bostock to a new global account.

PRWeek UK understands a shortlist is being drawn up for the six-figure contract, which would include corporate, consumer, and b-to-b work.

It is thought that the firm has not yet decided whether to give a combined brief to one agency or to split the work.

The rethink comes as the company fights to bounce back from a difficult period culminating in a profit warning issued in July. The number of phones it sold globally dived by 26% in 2012 to 32 million, according to technology analyst Gartner.

Last month, HTC kicked off a billion-dollar global marketing campaign fronted by film star Robert Downey Jr. with the slogan “Here's to Change.”

Julia Herd, HTC's global head of communications, said Nelson Bostock will act as a “global hub” for consumer and corporate PR as it positions itself as a “leader in innovation.”

Revealing that the shake-up will include a new in-house role leading EMEA communications, Herd said, “To deliver programs that resonate effectively and get more traction with a broader consumer audience, it is important to coordinate global comms.”

“The [Robert Downey Jr.] adverts are just a small part of launching a change platform,” he added.

Formerly the market leader in handsets featuring Google's Android operating system, HTC has struggled of late, with second-quarter profits down by 83% year-on-year.

Herd called the UK market “massive” for the company, adding that the brief was “strategically important” within a wider European context.

Dynamo's work promoting the HTC One handset in the UK is unaffected by the review.

This story originally appeared on the website of PRWeek UK.

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