City & Corporate: Serco tries to lose PFI label

Support services giant Serco has hired Brunswick to reposition its City profile away from private finance initiative (PFI) projects.

Serco group head of media and public relations Graham Capper said Brunswick had been appointed to the £150,000 brief to boost the company's profile with the financial press and investors as a 'growing business'.

Capper added it was keen to move away from City media's view of Serco as a contractor working on PFI infrastructure projects.

'Serco has often been lumped together with construction companies working on PFI projects,' said Capper. 'But PFI is a very small part of what we do.'

Brunswick head of support services practice Jonathan Glass reports to Serco director of corporate comms Dominic Cheetham, whose appointment from British Gas last year led to the pitch and the end of the relationship with Weber Shandwick Square Mile (PRWeek, 17 June).

Last month Serco secured a £158m contract through IBM to upgrade Bradford Council's IT systems.

The company also said it was in line with market expectations for 2005.

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