Fishburn Hedges grabs BT Global Services brief

BT Global Services has consolidated its external accounts from three to one, handing the combined brief to Fishburn Hedges.

The agency will start work on the account on 2 January. It has been briefed to position BT Global Services as a world-class provider of networked IT services in the UK, the US, Japan, India and China.

The division is presently the fastest-growing group within BT, which is attempting to transform its international profile in order to compete with market leaders such as IBM and AT&T.

Fishburn Hedges won a competitive pitch for the business.

Previously the brief was split into three accounts, handled by Fishburn Hedges (UK media relations); Catalysis (UK work for BT International); and Ruder Finn (for BT's Infonet arm).

Neither Ruder Finn nor Catalysis would comment but it is understood that the latter did not repitch.

BT Global Services senior UK media relations manager Justine Manache said: ‘This move is not a reflection on any agencies' work. The move was made entirely through a desire to streamline work into one agency.'

The account will be led by Fishburn Hedges director Guy Corbet. He reports to Ellen Ferrara, head of global PR for BT Global Services, as well as Manache on the UK aspect of the account.

BT and Fishburn Hedges started working together almost a decade ago.

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