NEWS: Arrow hits target with Fujitsu ICL

Fujitsu ICL, the computer company set up earlier this year by ICL and its majority shareholder Fujitsu, has hired Arrow Public Relations as its first PR consultancy in the UK.

Fujitsu ICL, the computer company set up earlier this year by ICL and

its majority shareholder Fujitsu, has hired Arrow Public Relations as

its first PR consultancy in the UK.



Appointed last week after a three-way competitive pitch, Arrow will

support Fujitsu ICL’s recently enlarged in-house PR team in its

relations with the IT press and offer strategic advice on how best to

position the Fujitsu brand. Sources reckon the agency’s annual fee could

be worth in excess of pounds 100,000.



Arrow’s hiring follows the arrival of Judith Grindal as European PR

manager in July (PR Week, 28 June). She was previously UK PR manager for

Digital Equipment Corporation. At the same time, ICL Fujitsu was

demerged from ICL. The company is now directly managed by its Japanese

parent Fujitsu.



Ken Deeks, managing director of Arrow explained that part of the

agency’s brief would be to position Fujitsu to business and domestic

users as a major provider of PCs, servers and notebooks. ‘It’s a great

mix of business to business and consumer PR,’ he said. ‘A lot of it is

about brand recognition and competing in the market against firms like

Compaq and Toshiba.’



Grindal, who worked with Arrow at Digital will be assisted in-house by

Zoe Tomkins and Sharon Wiggins, who will handle PC and server PR

respectively.



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