‘Wildfire will work alongside our marketing department and investor relations agency Bell Pottinger to ensure we have a completely joined-up communications programme,’ said V-P of worldwide PR Skip MacAskill.
The company went through a drastic restructuring process from 2000, which it only just cleared to operate as a stable business last year. MacAskill added: ‘When we went through the restructuring we cut all our agencies and cut expenses. We have to show our customers that we have viability and continuity. I didn’t have the budget to attract the big boys.’
Wildfire MD Fiona Renton is leading the account. Renton said: ‘Marconi has only ever really focused on financial PR. It hasn’t gone out and told people what it’s doing. Our brief is to get it back on the radar.’
Marconi has not used a retained corporate PR agency since 2001 when it hired Hill & Knowlton (PRWeek, 4 May 2001).