HONG KONG: US technology giant Lucent Technologies is staging a
pitch for its corporate PR account that covers the whole of Asia, except
Although Lucent Technologies public affairs vice-president Donough Foley
said a range of agencies had been invited to the pitch, he did not name
the agencies involved.
Foley said the review of Weber Shandwick Worldwide's account with the
firm was intended to bring more focus to the work since the company and
its in-house PR capabilities had been downsized.
'While we have worked with some tremendous agencies in the past, we're
going to be doing things slightly differently next year,' said
Lucent's investor relations is handled in the US but the brief for the
new account covers industrial analyst relations and 'strategic and brand
There are six staff handling regional communications for Lucent in Hong
Kong, with regional media relations handled by Richard Wright.
Wright will continue to handle the media with the agency providing
Lucent made major lay-offs earlier in the year as the telecoms and
hi-tech sector experienced a major downturn.
Foley said: 'It's a good budget in PR terms, but I'm not going to hire a
'There will be separate projects in the markets beyond Hong Kong,' he
In September, Lucent confirmed it was to cut 20 per cent of its British
workforce in a bid to return the company to profitability.
The group announced plans to cut up to 20,000 staff worldwide in July as
part of a restructuring programme that would reduce operational expenses
Lucent is reportedly taking a £6.2bn hit for restructuring costs
and hopes to reach profitability next year.