IBM outlines a three strand PR attack after Text review

Computer giant IBM is preparing a raft of PR campaigns to underpin its core business units, it emerged this week.

The company has renegotiated its global PR contract with Text 100 following a review that sees the agency retain its biggest global client and embark on new PR initiatives.

The outcome of the review sees Text 100 retained for a further two years on fees ‘similar’ to the original deal, reported to be in excess of £13m (PRWeek, 14 December 2001).

Text 100 vice-president EMEA Chris Talago said new PR strategies would follow ‘three main strands’, focusing on building IBM’s key businesses.

These include its On Demand services, software that allows companies to respond to unpredictable changes in supply and demand, and a second push to underline the computer giant’s increasing focus on small and medium-sized businesses.

A third strand will focus on promoting adoption of open standards in computing where companies are able to share applications and information across business lines through integration, said Talago.

‘We will continue to demonstrate the value of open standards, which means technology will be able to transfer information by setting standards for protocol,’ he said.

In Europe, IBM retains Text 100 for product PR in the UK, France, Germany and Italy, while Omnicom consortium One Blue handles PR for its business services in the same markets.

Text 100 handles all of the tech giant’s PR in Spain, Denmark, Sweden and Ireland.

OneBlue, which includes Ketchum and Brodeur Worldwide in the UK, is understood to be involved in an ongoing review with IBM.

Ketchum director Penny Burgess, who leads the IBM account in Europe, said: ‘We’re in the same position as Text 100 and we have a verbal agreement that we will have our contract renewed for two years.’

IBM’s new contract with Text 100 will expire in October 2005.

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