Fujitsu hires QBO in bid to unify Euro PR

IT firm Fujitsu is implementing a more co-ordinated approach to its European PR, and has taken on the Quentin Bell Organisation to help it in the task.

IT firm Fujitsu is implementing a more co-ordinated approach to its

European PR, and has taken on the Quentin Bell Organisation to help it

in the task.



The agency will work on three specific UK projects for the company, two

of which are business-to-business accounts, publicising Fujitsu’s work

in helping companies reduce the cost of PC ownership. Fujitsu sells PCs,

notebooks and servers.



QBO will also continue to handle PR for Fujitsu’s Fin Fin virtual

pet.



The voice, touch and movement sensitive software programme was designed

partly as a PR tool to demonstrate the human side of Fujitsu’s

technology.



Fin Fin follows the same lines as a Tamagotchi pet but uses far more

sophisticated interactive technology.



As well as its UK PR implementation role, QBO will also assist Fujitsu’s

European PR manager Judith Grindal in co-ordinating public relations

activity across the continent in an effort to build a more coherent

brand.



Although the agency will not be responsible for actually carrying out

projects in the rest of Europe, it will work on developing campaigns

which can then be rolled out by local agencies.



The attempt to harness a more unified European image for Fujitsu comes a

year after the company was demerged from ICL, and Grindal was brought on

board from Digital. Fujitsu’s previous UK PR agency was Arrow Public

Relations.



For QBO, the account win comes three months after poaching Simon Hill,

the editor of PC Week, to build up the agency’s cache of IT accounts.



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