The cable and broadband group has dropped three-year incumbent Brunswick for rival CDR, marking a decision to start afresh with its City PR.
Telewest media relations manager Mary O’Reilly said ‘several’ other PR firms were invited to pitch for the business.
‘As life after restructuring approaches, we felt that Citigate would be able to bring a fresh aspect to the company’s corporate comms,’ she said.
Telewest formerly retained CDR prior to the firm’s merger with Flextech in 2000, when the combined City PR business was handed to Flextech’s agency, Brunswick.
The group said other retained agencies, which include Icas PR and Taylor Herring, are unaffected by the City review.
CDR’s brief is to handle Telewest’s general City and corporate PR, as well as helping to communicate ‘life after restructuring’ to City audiences.
The agency reports to Telewest director of corporate comms Jane Hardman, a former Brunswick partner.
Telewest launched its financial restructuring programme last September, swapping £3.5bn worth of debt for shares in the company.