Psion is refreshing its corporate identity to emphasise a move from consumer tech to business-focused computers and telecoms. It has charged Buchanan with explaining this shift to the City.
Buchanan picked up the brief after what was understood to be a five-way competitive pitch that included incumbent Brunswick and a number of City and tech shops.
The brief includes handling Psion’s general financial comms and articulating the changes in the firm’s business model to investors and the financial media.
Charles Ryland, partner at Buchanan, will lead the account, reporting to CEO John Conoley.
The move is part of a shake-up of the firm’s comms team, which has also seen previous global head of comms Dave Scott depart last year and the recruitment of former Text 100 director Jonathan Brayshaw this month.
Isabelle Tadmoury, formerly of Nortel and a freelance comms consultant based in Paris, has been supporting the firm’s global comms in recent months. She told PRWeek Psion felt after two years of renewal that it needed to ‘place more emphasis on comms’ to explain the changes in the organisation and that Buchanan would ‘articulate the reorganisation to our investors’.
Text 100’s Brayshaw has been recruited to concentrate on new media, with the title global leader of digital comms and social business.
He previously led Text 100’s global PR account for Psion, a brief the agency won last year from Fishburn Hedges.
Text 100 will continue to work with Psion, but Tadmoury said the brief would be downscaled because of the recruitment of Brayshaw.
Psion made its name in the 80s, launching a number of cutting-edge handheld computer products, but it was left behind by rival PDA products in the 90s and stopped producing consumer goods to focus on the b2b market in 2002.
The company is listed on the London Stock Exchange, with its global HQ in London and offices across Europe, North America, Asia Pacific, Latin America and Africa.
Last month the firm removed ‘Teklogix’ from its operating company name, hoping to create a more effective