Compaq, the world’s second-largest computer manufacturer, is
expanding its European communications team, beginning with the
appointment of Ronna Porter as PR manager for Europe, the Middle East
Porter, who will be based in Munich, was formerly with Hill and
Knowlton’s London-based technology division, Information Industries for
She left the company last January to move to Germany with her family and
this is her first foray into the job market since the move. She reports
to Gabriele Zedlmayer, vice-president of marketing communications.
Porter said: ’My prime goal is to reposition Compaq, changing the media
description from the current ’PC manufacturer’ to something along the
lines of ’enterprise computing company’.’
Porter’s appointment is the first of several communications appointments
that Compaq is seeking to make. There are further plans to appoint two
more senior public relations managers, including a head of PR, whose
roles will be developed according to their experience.
This is in line with Compaq’s stated aim of placing greater focus on the
enterprise side of the business. It is said that the new recruits will
be people who have experience in this area.
Compaq EMEA uses Miller Shandwick as its pan-European PR consultancy, as
well as using agencies for individual countries such as Firefly in the
UK and Herald Communications in the Czech Republic.
Shandwick worked for Compaq in the US for 17 years until it resigned the
account last October and was replaced by H&K. Despite speculation that
the Shandwick/Compaq relationship would also end in Europe, Porter said
there is no plan to review the agency situation here.
Compaq announced last week that it has become the lead sponsor of the
BMW Williams Formula One team. The company’s logo will appear on the
team’s cars, and Compaq technology will be used to provide technicians
with lap-by-lap data on the cars’ race performances.
Compaq is the world’s largest supplier of computer systems with its
products being sold in more than 100 countries. Last year it reported
revenues of over pounds 6.5 billion worldwide.