MUMBAI: Tata Communications selected Hill & Knowlton (H&K) to increase brand awareness of its voice and data-service businesses globally, with the exception of the company's native India.
H&K will create global media and analyst relations campaigns, and produce a strategy to engage stakeholders on digital and social media platforms, according to an agency statement. The firm will work with Tata's global corporate communications team, as well as various communications and marketing agencies around the globe, it said.
Lori Robinson, SVP at H&K, referred calls for comment to Tata. A Tata spokesman, based in Singapore, could not be immediately reached for comment. The company has reportedly launched a global brand awareness marketing campaign in US, Asia-Pacific, and European markets.
The telecommunications company's parent, Tata Group, consolidated a number of international communications brands into Tata Communications in February last year. It has interests in South Africa, Sri Lanka, Nepal, and China, pending approval by that country's government, according to the company Web site.
“What they want to do is to attract people to their emerging market experience and the fact that they have a lot of facilities for connectivity around the world,” said Brownlee Thomas, principal analyst for enterprise telecoms services at Forrester Research. “So if you're going to do this, you have to break the mold and really get your name out there in a very professional way.”
STC Associates remains Tata's brand management agency, and its role is unchanged by the hiring of H&K, said Sophie Ann Terrisse, founder and CEO of STC.
Tata works with agency Vaishnavi in India.