NEWS: UN development body chooses GCI to promote its improved image

The United Nations Industrial Development Organisation (UNIDO) is

investing in an estimated pounds 250,000 PR push to distance itself from

critisicism of the UN as inefficient and bureaucratic.

GCI was selected over Burson-Marsteller and Hill and Knowlton to manage

the campaign, after the firms were shortlisted from an original ten

interested parties.

GCI will use its worldwide offices to raise awareness of UNIDO’s

industrial activities in third world countries, beginning with the UK,

France, Germany and the US.

The Vienna-based organisation has just completed a two-and-a-half year

reform programme to combat critisism of wastage, reducing its staff from

around 1,300 to 850.

GCI director Nicholas Walters, who is heading the account, said the

campaign is designed to inform the media, government, industry and

business leaders about these improvements.

‘UN agencies have been receiving criticisms for bureaucracy and

inefficiency,’ said Walters. ‘Because of the reform programme, UNIDO is

no longer these things, if it ever was, so we will make sure everyone

knows that.’

UNIDO, the youngest of the UN divisions, suffered a blow last December

when the US announced it will withdraw its funding as from next year,

slashing its dollars 105million annual budget by a quarter.