EC picks Ogilvy for IT promotion

The European Commission has hired Ogilvy PR Worldwide to work on a multi-million pound PR programme to build the profile of Europe’s telecommunications and IT industries.

The European Commission has hired Ogilvy PR Worldwide to work on a

multi-million pound PR programme to build the profile of Europe’s

telecommunications and IT industries.



The Commission may also use the Rowland Company Brussels for selected

projects. The four-year programme will include the promotion of Europe’s

achievements in the telecoms and IT sectors to countries outside the

Union, and the communication of policies refering to the development of

open competition.



Under the slogan of ’promoting a user-friendly information society’, the

Commission aims to encourage fuller access to, uptake and exploitation

of information and communications technology. The PR campaigns will

target governments, politicians, regulatory bodies, non-governmental

organisations, education and training authorities, businesses and the

public.



Twelve agencies pitched for the account. The Commission’s telecoms

directorate, DG XIII, has appointed two of them to its roster on yearly

renewable contracts.



The lead agency, Ogilvy, will have first refusal on all PR work for the

account. It will be asked to design and cost campaigns as the need

arises.



If the Commission is not happy with Ogilvy’s proposals, or the agency

does not wish to handle a particular piece of work, Rowland will be

asked to step in.



Nicholas Lunt, Ogilvy Brussels’ government group director, will lead the

account, reporting to Gerlinde Niehus, communications programme manager

at DG XIII.



’We will need to be able to take complex and highly technical

developments and explain their benefits to European citizens,’ said

Lunt.



The work is likely to involve a communications audit, a written and

visual identity rebranding, designing new media communications tools

such as a website, event management, press relations and publication of

pamphlets.



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