Technicolor taps Weber Shandwick as global AOR

Technicolor, which provides the media and entertainment industry with digital innovations, products, and services, has selected Weber Shandwick as its global AOR following an RFP.

LOS ANGELES: Technicolor, which provides the media and entertainment industries with digital innovations, products, and services, has selected Weber Shandwick as its global AOR following an RFP.

The agency, which began working with the company a few weeks ago, was selected out of a "handful" of firms in the final round, said Doug Free, VP of global corporate communications at Technicolor, who joined the company in March after 10 years with Microsoft. He is reporting to Sandra Carvalho, CMO of Technicolor.

Free said Weber rose to the top during the review because of its global reach, expertise in the technology and digital entertainment space, and grasp of "the importance of thought leadership, positioning and messaging, and driving a cohesive message and perception of the company."

He added that the agency’s creative strategies and understanding of "where we’ve been, where we are, and where we’re headed" also stood out.

Before bringing on Weber, Technicolor worked with a number of boutique agencies across various markets, said Free.

As AOR, Weber is tasked with telling Technicolor’s story across both b-to-c and b-to-b media and helping with content creation, said Tim Fry, global technology practice chair at the firm.

Fry explained that one of Technicolor’s communications challenges is the fact that it’s mostly recognized for its work on Hollywood movies over the years, but less known for its diverse technological and digital offerings around the globe.

Weber will work to "tell a powerful, compelling, simple story about how the brand and the company have evolved over the years," said Fry.

Contract length and budget information were not disclosed.

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