Glasshouse Partnership will manage the company’s bloggers in nine countries across South America and Europe, as well as create its UK blog.
‘The aim is to reinvigorate the blogs,’ said Glasshouse associate director Peter Parks, who will edit the UK blog. ‘As part of our review of their usage we will be assessing how to drive users to them – but strong content should do that automatically.’
Skype keeps a slimline marketing presence in all non-US countries, and the blogs form a central part of its communication with users. The firm wants to increase usage of the online forums, and highlight new products and services to customers.
Because the Skype service is free, the company can only generate revenue through premium offers such as voicemail, ringtones and call forwarding. Interaction with blogs increases awareness of these features.
Glasshouse will co-ordinate a team of freelance bloggers from Brazil, Estonia, France, Germany, Italy, Poland, Spain and Sweden.
Parks and agency founders Tim Kitchin and James Thellusson report to Skype global PR director Imogen Bailey. Bailey and Thellusson worked together at Edelman.
Bailey joined Skype last year, three months after leaving Edelman, where she was tech director (PRWeek, 21 April 2006). Before Edelman she worked at Cisco Systems for five years.
Skype’s relationship with Buckinghamshire-based Six Degrees PR is unaffected by Glasshouse’s appointment.