Unisys swaps C&W with FD to target company chiefs

IT service provider Unisys has replaced Cohn & Wolfe on its UK account with City comms specialist Financial Dynamics.

The move comes as Unisys  seeks to boost boardroom-level awareness of its offering. 'In large companies with big IT projects it is the CEOs and CFOs who are making decisions that affect us,' said Unisys PR manager Emma Thompson. 'FD started in the City, so it understands the audience we are interested in attracting.'

The brief is believed to be worth around £250,000 (PRWeek, 17 March).

FD was one of four agencies that pitched. It replaces five-year incumbent C&W, which declined to repitch. FD managing director Tarquin Henderson said: 'It is a commercially focused brief but our boardroom comms heritage helped us win it.'

Henderson said FD's work would involve research into financial services, telecoms and governance.

Thompson said Unisys had a strong heritage in the security sector but needed to extend its message to other markets.

This week the company won a two-year £2.7m account to oversee Malaysia's MyKad smartcard project. The programme involves the issuing of ID cards to all Malaysians aged 12 or over.

Unisys is jockeying with more than a dozen US IT firms for involvement in the UK's proposed biometric national ID card scheme.
The company, which will not use FD for financial comms, and does not have a financial agency, is listed in New York.

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