Hi-tech specialist Firefly is launching an extranet service to give
clients access to billing information over the internet.
Clients will be able to log on to the extranet to see how much work the
agency is doing for them and at what cost.
The site and client-specific information will only be accessible via
passwords. Firefly aims to update the site every day so clients are
continuously aware of the work being done.
Firefly is investing pounds 150,000 in a reorganisation and rebranding
programme to position it as an e-PR agency. The agency has recruited 14
staff to implement the changes.
’An e-PR agency is about using the internet to provide greater
transparency to clients, while maximising productivity within the
agency, resulting in cost savings for clients,’ said Firefly director
David Hargreaves.
The initiative was inspired by the work Firefly has been doing on behalf
of technology clients such as Netscape for its e-business client
Egg.
’The internet is changing the dynamics of PR. Working with hi-tech
innovators has given us an understanding of the changing dynamics of
business, which led to the decision to make this investment in becoming
an e-company,’ said Hargreaves.
He adds that his agency will inform clients when they have done the
agreed number of hours on a contract in a bid to combat
over-servicing.
Other internet services introduced to improve Firefly’s service offering
include an image library that will allow publishers to download
print-quality pictures of clients from its web site, an internet press
centre, which can e-mail press releases to a chosen subset of over 800
journalists, and Fire Watch, which will monitor clients’ profiles on the
internet.
Firefly has realigned the company into four specific business units,
focusing on telecoms companies, ’digital leaders’ - established players
as Compaq and ICL - ’digital startups’ and a specific .com division
focusing on recent client wins such as ft.com, Dotmusic and
Loot.com.
Leader, p10.
