Freud launches service to protect brands on the net

Freud Communications has established an internet brand management service in the wake of mounting concern over how companies police what is said about them on the internet.

Freud Communications has established an internet brand management

service in the wake of mounting concern over how companies police what

is said about them on the internet.



Newly recruited corporate account director Emma Gilpin, a former TV

journalist, will work on Freud’s new service. She reports to Freud

corporate head Oliver Wheeler, who plans to recruit more dedicated staff

in due course.



The agency has imported specialist software from the US, dubbed the

’radar system’, which runs 24 hours a day and enables the agency to have

five search engines tracking the internet for key words or phrases. The

searches would indicate whether a brand or company is being attacked and

identify the location of the site.



Freud staff would then employ the same media rebuttal tactics to protect

brands on the internet as it currently uses for clients such as Pepsi

Cola and KFC UK. Wheeler said: ’There is an increasing number of media

using the internet as an information source and one of the key

objectives is to minimise the potentially negative impact of on-line

inaccuracy.’



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