The agency won a three-way pitch for a retained brief as the PR agency promoting TalkTalk as a provider for UK businesses. The brief includes traditional media, social media and event amplification, according to information on Diffusion's website.
"Diffusion has been tasked with strengthening TalkTalk’s position as Britain’s last remaining challenger telecoms company and as a technology industry innovator," it said. This will include thought leadership work on issues including industry regulation and standards – an issue in the news as Ofcom considers BT's role running the UK's broadband infrastructure.
TalkTalk suffered an attack on its website last autumn, putting personal and bank details of UK customers in jeopardy, and CEO Dido Harding was criticised for her lack of knowledge of the situation in media interviews about the attack.
Head of consumer comms and CSR Ben Ayers moved to a new role as head of digital engagement in April. New media relations manager Coralie Frost has arrived from Sky, along with new consumer PR manager Maxine Sackey from Nickelodeon, as well as a new CSR lead.
Good Relations, which has worked with TalkTalk for several years, but is understood not to have had a role in the immediate response to the cyber attack, has now stopped working with TalkTalk. In April, MHP was taken on to provide consumer PR.
A Good Relations spokeswoman said: "Our contract with TalkTalk concluded in February 2016. Despite being invited to re-pitch, we declined to take part in the process."
Isobel Bradshaw, head of corporate comms at TalkTalk, said: "We needed a partner that could combine impeccable industry knowledge with deep influencer relationships and the creativity to make TalkTalk Business really shine as an industry leader. We have a compelling story to tell as a technology innovator and business champion, in what is a highly competitive market."
Diffusion global MD Daljit Bhurji said: "As businesses look to next-generation communication services to drive innovation, effectiveness and growth, the importance placed on fast, reliable and scalable network infrastructure is only set to increase further."
Other clients Diffusion has worked with include Air New Zealand, Primark, the Conservative Party and CNBC.