Mobile internet firm Genie has appointed ex-Virgin.net PR manager
Kevin Caruth as global PR manager, in a newly-created role aimed at
positioning the firm as a key player in the sector.
Reporting to global head of communications Leslie Nakajima and UK
managing director Laurence Alexander, Caruth will work with one PR
executive, overseeing the work of retained agency Edelman PR
Caruth will focus on the firm's consumer PR in the UK, while
co-ordinating international activity across Europe and Asia jointly with
Edelman is retained to work on corporate and consumer work throughout
the UK, and corporate work globally.
Caruth described the work as 'very exciting', particularly while the
firm is in the throes of a demerger from BT Wireless. Announced in May,
the project should conclude this autumn.
'It will be my responsibility to identify different types of users who
have embraced mobile internet services and encourage other segments of
the consumer market to get into it,' he said.
Caruth, whose role at Virgin.net was the firm's most senior PR position,
was one of 45 staff made redundant by the ISP in February, along with PR
assistant Amanda Dwyer, who has since joined rival Freeserve.
As a result of the internal reorganisation, Virgin.net outsourced its
consumer portfolio, which was handed to Firefly in April, retaining PRO
Karin Jones to oversee the agency.
Prior to his spell with Virgin.net, Caruth worked on an account with
Levi's while with Shilland & Co, and with Disney while undertaking
agency work with Foresight Europe.
Genie currently operates as BT Wireless' mobile internet portal,
provides WAP check-in services to British Airways, and works with
partner firms such as E4, MTV, Emap and Ladbrokes.