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