The agency is to develop a campaign to raise awareness of Colt, positioning it as ‘an ideal telecoms provider for small, medium and large businesses’.
Trimedia international CEO Michael Murphy described the contract as a ‘watershed’ for the agency as it tries to raise its profile across Europe in this sector – but admitted it would be a challenging campaign.
‘Telecoms communications is very competitive,’ said Murphy. ‘Colt is well known but there’s a lot of activity in this area and it can be difficult, for example, to target busy entrepreneurs and make them understand the benefits in changing providers.’
Trimedia will take over from several incumbents in different markets, including Harvard PR in the UK.
Its brief is to ensure the company’s messages are consistent across all countries: Trimedia will act as Colt’s central PR resource, as well as handling local implementation.
Colt hit the headlines earlier this month after an initial attempt to raise £300m suffered at the hands of a nervous London financial market. However, UK-based Colt director of group comms Mark Savage said the PR rethink was ‘simply part of our long-term PR strategy’ and had ‘nothing to do with wider corporate restructuring’.
Savage said Trimedia’s presence in 11 of the 13 markets in which Colt operates (40 per cent of Colt’s group revenue comes from Germany) was a crucial factor in its appointment.
Trimedia won the account from a shortlist of five agencies, and had itself been running the Colt account in Holland. Its contract is retainer-based, and Savage said he hoped the relationship will continue long-term.
The agency is rapidly expanding its technology portfolio, with LogicaCMG one of its other clients.