NEWS: Mercury to take on third agency

Mercury Communications is shaking up its PR once again by looking to add a third agency to its books.

Mercury Communications is shaking up its PR once again by looking to add

a third agency to its books.



The telecoms company is looking for an agency to raise its profile in

targeted business sectors, such as the pharmaceutical, retail, travel,

health and banking industries.



Hi-tech agency DPA has been partially covering these areas and will

retain a reduced brief, covering telecoms products and services and the

trade media. Mercury’s other agency The Practice, will be retained on

its existing small business and regional media remit.



Sara Marshall, Mercury’s vertical media manager, said the new contract

will be worth up to pounds 100,000 per year in fees with an initial

duration of seven months. It is believed that the changes will cut DPA’s

budget by at least 50 per cent.



Marshall said: ‘Mercury has been pretty quiet over the last couple of

years and we are looking for an agency that can help us create an on-

going presence in our targeted media.’



Marshall said Mercury wished to manage its sector PR remit more

effectively but insisted the company still had a good relationship with

DPA. ‘Their main strength is on the trade and technical side. We want

them to focus on this area, which they are good at,’ she added.



She said the appointed agency would need to have technical experience

but would not necessarily be a hi-tech firm.



Mercury’s search follows a tumultuous period in its relationship with

agencies. Last spring it dropped hi-tech agency Text 100 and financial

firm Grandfield and, in December, replaced its lobbying company

Westminster Strategy with APCO UK.



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