ICL in calculated move to reduce its agency roster

Computer systems supplier and consultant ICL is cutting back on its roster of 13 UK agencies. The move comes as it seeks to streamline its PR ahead of a proposed flotation in the next three years.

Computer systems supplier and consultant ICL is cutting back on its

roster of 13 UK agencies. The move comes as it seeks to streamline its

PR ahead of a proposed flotation in the next three years.



Retained agencies include Financial Dynamics, Buffalo Communications,

Grayling, Countrywide Porter Novelli, Martin Brooks PR, Vaughan River,

Lewis, and PRP. ICL intends to reduce this to three.



Neil Pattie, ICL’s media and PR manager, said: ’Our goal is to reduce

the number of agencies to a manageable level. When you use lots of

agencies mixed messages tend to come out.’



Pattie says the only decision made so far is to retain Financial

Dynamics as ICL’s financial PR consultancy.



He refused to comment on whether ICL will retain other incumbent

agencies or make new appointments.



ICL’s PR will focus on positioning the company as a software, systems

and services provider. It is still perceived as a hardware supplier

although just eight per cent of its revenues are derived from the sales

of mainframe systems.



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