The UK-headquartered multinational, which counts O2, BT and Vodafone among its clients, has turned to the agency as it embarks on a programme of global growth.
Octopus was chosen after a competitive three-way pitch to lead an ongoing global PR and comms campaign.
As part of the brief, Octopus will develop a PR campaign to help telecoms service providers engage with their customers.
It is hoped this can raise the profile of MDS, founded 20 years ago as Martin Dawes Systems, among core audiences through national and trade media, as well as analyst communities.
Jon Lonsdale, MD of Octopus, said: ‘MDS has managed the rare feat of thriving in a very contained industry for many years without engaging the core market influencers in any structured way.
‘With expanded ambitions for greater international growth, we have the task of ensuring MDS can successfully reposition itself through integrated comms.’
Matt Hooper, chief marketing officer at MDS, added: ‘As part of our international expansion plans, PR will be pivotal in amplifying our central messaging and marketing activities around a new generation of customer experience for service providers.’