The agency replaces two-year incumbent Hill & Knowlton, which said it declined to repitch owing to ICQ’s ‘changing needs’.
‘We will be targeting everyone who is getting into instant messaging, as well as helping to attract new strategic partners in the corporate world,’ said Custard joint-MD Zuzanna Pasierbinska-Wilson. The initial focus for the account is the UK,
Germany and Russia.
The account is being led by Pasierbinska-Wilson and consumer director Stu Campbell. They report to ICQ V-P of product marketing Ronen Arad.
ICQ is owned by AOL and claims 21 million active users globally.
Custard PR is a sister agency to Rainier PR, both of which were acquired by Loewy last autumn (PRWeek, 27 Oct 2006).