Brodeur wins global Cable & Wireless task

WASHINGTON: Brodeur Worldwide has scooped the entire centralized account for communications giant Cable & Wireless' global business.

WASHINGTON: Brodeur Worldwide has scooped the entire centralized account for communications giant Cable & Wireless' global business.

WASHINGTON: Brodeur Worldwide has scooped the entire centralized account for communications giant Cable & Wireless' global business.

PR for the company had previously been shared between Brodeur in the US and a number of UK shops, but the rationalization was necessitated by the launch of C&W's global operation. The new, single team will be headed up by Brodeur's Zanku Armenian.

C&W is a UK-based telecoms group that launched its global operation in May, 2000. 'What carried it for us at the end of the day was our seamless infrastructure,' Armenian said. 'They were looking for a company that could scale with them.'

The agency will initially be charged with managing the company's European rollout, scheduled to begin October 31.

Anticipating annual billings of up to dollars 5 million, Armenian said that Brodeur's relationship with C&W began three years ago in the US.

'Our initial challenge in the US was to take C&W from a traditional voice telecom and migrate it towards Internet and data services and solutions for business customers,' Armenian said.

Brodeur will be working with C&W to build new divisions across Europe, and then Asia Pacific. 'Global accounts don't happen overnight,' said Armenian. 'There are always cross-cultural communications challenges that require a lot of work.'

Felicity Bull, C&W's director of global PR, said Brodeur was selected 'primarily for its worldwide capabilities and for its knowledge of the telecoms business.'



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