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
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
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.