Edelman to push BenQ football link

Taiwanese tech firm BenQ has appointed Edelman to manage the international PR campaign promoting its link up with Euro 2004 as the football tournament’s official IT sponsor.

The firm, a manufacturer of hi-tech convenience gadgets and relatively unknown thus far in the UK, appointed Edelman in a five-way pitch for the account.

BenQ business development director Mike Evans initially gave agencies only 48 hours to come up with a communications strategy.

As well as Europe, Edelman will promote BenQ as UEFA sponsor in Australia, Taiwan, China and Hong Kong after internal research revealed that sponsorship of a global sports event has a positive effect on company standing in South East Asia.

Consumer brands associate director Paul Keirnan will lead the account.

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