Cable & Wireless drops Brodeur for Blue Rubicon

FTSE 100 telecoms firm Cable & Wireless has dropped Brodeur Worldwide after four years of advice on UK tech and B2B PR.

C&W UK director of communications Mark Davis confirmed that the account had been handed to corporate financial and branding agency Blue Rubicon following a two-way shootout with tech specialist Brands2Life. Brodeur was involved at an earlier stage of the pitch process that also involved August.One Communications, Fleishman-Hillard and Weber Shandwick (PRWeek, 20 February).

Davis added that the account focused exclusively on B2B PR but declined to comment on the size of the fees. The account will be reviewed after three years.

Blue Rubicon takes over from Brodeur in promoting C&W’s telecoms and internet services and software to UK companies.

C&W’s existing clients include the National Health Service, for which it provides secure remote access for health professionals working off-site who need to use NHS data, and Citigroup, which uses C&W’s directory enquiry services.

Earlier this year C&W began a comms shake-up as part of a restructure initiated by CEO Francesco Caio.

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