Call-centre firm Sitel picks Firefly

The world's largest call-centre company, Sitel, has changed its UK agency as it bids to raise its corporate profile.

The firm, which deals with around two million customers a day from its 85 contact centres around the world, has replaced two-year incumbent Emmett & Smith Integrated PR with Firefly Communications.

The brief, believed to be worth around £100,000, focuses on promoting 'right-shoring' - call-centre speak for offering clients the use of several different call centres.

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