GBC increases its global network to improve delivery

Former hi-tech specialist Grant Butler Coomber (GBC) is shifting

further into full service provision with the re-launch and rebranding of

its international network.

The new brand, called Embrace, increases the group’s partner agencies

worldwide to 30, introducing two new consumer tech agencies. Four more -

two business-to-business and two consumer tech - are in negotiation to

join.

The relaunch is an attempt to provide uniform target setting and

evaluation across territories through collaboration. The network was

originally called Global Technology Communications.

Time and effort will be focused purely on results and the delivery of

strategy, said GBC associate director Sophie Spyropoulos.

A new extranet system allows all partners to access basic information

such as case studies and images quickly, she added, while a training

programme aimed at providing uniformity of service will also be rolled

out.

Between 30 and 40 per cent of GBC’s business is international, and it

owns agencies in Poland and France. The group also plans to develop in

Eastern Europe as and when clients demand.