NEWS: Firefly breaks out of hi-tech niche with TEC account

Firefly, one of the PR industry’s top hi-tech agencies, is breaking away from its roots with a new corporate PR account from the Central London Training and Enterprise Council (CENTEC).

Firefly, one of the PR industry’s top hi-tech agencies, is breaking away

from its roots with a new corporate PR account from the Central London

Training and Enterprise Council (CENTEC).



The largest of the UK’s 80 Government-funded TECs - in terms of the

number of businesses situated in its area - CENTEC covers six central

London boroughs including Westminster, Camden, and Kensington and

Chelsea.



CENTEC provides cash incentives for up to 63,000 local companies to

encourage business development and training, but remains largely unknown

as a corporate entity.



‘We need an agency to explain what a TEC is all about, how it operates

and what work it does,’ said marketing and corporate communications

manager Fiona Nicolson.



Firefly competed against five other agencies, including Fleishman

Hillard, Luther Pendragon and Lyons Waddell for the pounds 70,000-plus

account, which involves raising CENTEC’s profile in the national and

business press and positioning chief executive Gwynneth Flowers as its

main spokesperson.



‘It’s a significant account win for us because it’s not related to

technology at all,’ said director Annabel Abbs. ‘But in one sense it

will be similar because people find it difficult to get their heads

round what TECs actually do - a bit like hi-tech equipment.’



* Firefly has launched its own international network - Fireworks -

spanning agencies across the PR disciplines, including consumer,

business-to-business and hi-tech.



Five firms have signed up from Paris, Munich, New York, Milan and Madrid

and negotiations are under way with prospective partners in Australia,

Hong Kong, Japan, the Netherlands and Scandinavia.



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