Borkowski won a three-way agency pitch to secure the business, according to Tiscali UK PR and communications manager Jody Haskayne.
Haskayne, who said she had initial discussions with seven agencies, declined to discuss the account’s fees, which are understood to be in excess of £250,000.
The agency will develop and implement a consumer PR campaign to promote Tiscali’s broadband offer, attempting to position the company as the ‘most innovative’ firm in the market, according to Haskayne.
A 12-month campaign to ‘develop and exploit’ Tiscali’s portal content and offering is also planned.
In addition, Borkowski will promote Tiscali – the fourth largest ISP in the UK behind Freeserve, AOL and BT Openworld – in the corporate arena as it ‘fights for broadband market competition at both a consumer and wholesale level’, Haskayne added.
Borkowski replaces Lewis PR, which resigned the account because of a conflict of interest (PRWeek, 11 April) and ceased to work for Tiscali in May.
Borkowski PR head Mark Borkowski described Tiscali – which is based in Italy and launched in the UK just two years ago – as ‘one of the unheralded giants of the ISP market’.
The firm, which provides both consumer broadband and dial-up internet access, a portal with 21 channels of content and a business services division, has around 1.4 million subscribers in the UK.
Borkowski will work alongside other agencies including Spreckley Partners, which continues to handle B2B PR, and Beatwax Communications, which Haskayne described as a ‘roster agency for projects’.
Tiscali is the latest ISP to change its consumer PR agency this year.
AOL hired Freud Communications in June (PRWeek, 27 June) and Freeserve handed its consumer PR work to PiranhaKid in April (PRWeek, 18 April).