The GSMA has hired H&K for a global government relations and PR brief after a four-way pitch held in mid-April.
GSMA comms director Mark Smith said H&K’s telecoms sector experience – it has previously worked for global telecoms trade body the WAP Forum – and its global reach were key to the hire.
The campaign, which will be run from London and includes UK PR work, will concentrate initially on the growing markets of Latin America and Asia Pacific.
GSMA – which has promoted the technology behind the concept of ‘roaming’ mobile use across national borders – includes telecoms giants Vodafone and Orange among its members. In all, it has 690 second and third generation wireless network operators across 194 countries.
The GSMA has said that despite the attention on developing markets the campaign is still very much a global initiative.