Technology company Acorn Group has appointed Shandwick to handle
all its international PR, from corporate to government relations, for
fees believed to be over pounds 300,000.
Acorn wants to move away from its 1980s profile as an education computer
provider and pitch itself as a developer and licenser of technology. It
has developed technology for BT, IT company Oracle and manufacturer
Acorn products include technology which allows people to use their
televisions as personal computers and links TVs to the internet.
Although Acorn still produces personal computers, technology and
licensing accounted for 40 per cent of revenues for the first half of
Shandwick, which pitched against Hill and Knowlton and incumbent Text
100 for the work, will handle corporate, financial, business-to-business
and technology PR, public affairs, and crisis management. Shandwick will
also handle investor relations in London.
Acorn, a UK company based in Cambridge, has also hired Shandwick for
work in the US and for projects in Asia and Western Europe.
Andy Mee, Acorn’s marketing and business development vice president,
said:’Shandwick will help spearhead an international campaign to raise
our profile and the understanding of the scope of our business, as well
as our focus on emerging markets such as digital interactive TV and
network computer technology.’
Mee joined the company a month ago. Formerly European marketing director
at computer games company Sega, he worked for Acorn as a consultant for
several months before joining, advising the company on moving into
digital TV and the internet.
Ian Rumgay, Shandwick International client services director, will
advise Acorn on its international strategy.
’We see the programme as being one of corporate re-positioning and
brand-building, consistency of messages will be a key factor,’ he said.