Pricewaterhouse in review of external PR

Accountancy firm PricewaterhouseCoopers (PWC) is considering appointing a single agency wordwide as part of a radical review of its external PR.

Accountancy firm PricewaterhouseCoopers (PWC) is considering

appointing a single agency wordwide as part of a radical review of its

external PR.



The international consultancy, which was formed from the merger of Price

Waterhouse and Coopers and Lybrand in July, currently spends more than

pounds 1.2 million on PR globally.



Jeremy Wyatt, PWC director of communications for Europe, Middle East and

Africa, is pulling together a task force to handle the review.



Key in-house PR members from divisions and geographic zones, including

the US, Asia and Latin America, will meet at a ’global table’ to thrash

out a strategy.



’I am conducting a review to see what is the best way forward in working

with external PR agencies,’ said Wyatt.



The firm may decide to appoint a single ’umbrella’ agency which would

handle PR globally, or may draw up a roster of agencies to work

locally.



Wyatt stressed that he did not want to panic existing agencies which

will not be reviewed immediately. Any pitches will take place after

February, when the overall strategy review is expected to be

completed.



In the UK, PWC works with Key Communications, Citigate Communications,

Bell Pottinger and Text 100.



The company currently uses a range of agencies in the US, including Hill

and Knowlton, Edelman PR Worldwide and Manning Selvage and Lee.



PWC employs 14 staff in its global and US PR operation in New York,

headed by global marketing and communications head and PWC partner Bill

Dauphinais.



UK director of marketing and communications, Roger White, leads a team

of six and reports to Wyatt.



PWC, which had a turnover of pounds 9.3 billion in 1997, is operational

in 152 countries.



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