Bull Information Systems - the international IT Group worth pounds 3.8 billion - has handed August.One Communications a corporate brief to update its image.
The full service agency won the pounds 250,000 fee account following a competitive four-way pitch against Hill and Knowlton, Lewis PR and Text 100, the hi-tech consultancy from which it spun-off last year.
August.One replaces incumbent PR agencies Profile and Axicom, which handled divisional and corporate PR respectively.
The account team will be led by senior consultant Emma Wright, reporting to Bull UK and Ireland PR manager Marian O'Donnell, on a brief to give the IT group a full corporate makeover.
The agency has been tasked with running an overall corporate PR campaign, including media relations, analyst liaison and government affairs - kicked off by launching Bull's new corporate brand identity, which centres on the theme of net.confidence.
Bull's net.confidence advertising campaign started last week targeting the national press.
August.One managing director Tariq Khwaja said: 'Bull is seen as an old computer company, whereas it is actually doing a lot of work in the digital and e-commerce arenas.
'This branding campaign will concentrate on associating Bull with the e-conomy.'
O'Donnell added: 'We are going to take the total corporate story confidently out to the business audience, rather than the technology sector.'