NCR shortlists six for PR repositioning brief

Computer giant NCR has put its pounds 150,000 fee UK PR account up for pitch as it attempts to reposition itself from a PC producer to a provider of computer solutions for businesses.

Computer giant NCR has put its pounds 150,000 fee UK PR account up

for pitch as it attempts to reposition itself from a PC producer to a

provider of computer solutions for businesses.



NCR has already selected six agencies to make presentations on 13 May

after making initial approaches to around 15 firms. A decision is

expected to be made by the end of the month. Vockrodt Projects, which

has handled media relations for NCR for almost four years, is not on the

pitch list.



The review process is being managed by NCR’s director for communications

and media relations Virginia Cartwright. Previously an account director

at Text 100, Cartwright joined the company in February at the head of a

ten-strong PR team.



Cartwright, who is visiting the US, was unavailable for comment, but

sources indicate that NCR is looking for an agency to work primarily on

business-to-business PR assignments. In particular, the selected agency

will be expected to establish NCR as a separate brand from its former

parent AT&T and to reinforce its position in the business IT market

place.



Founded in 1882 as National Cash Register, NCR was bought by AT&T in

1991 for pounds 4.6 billion. AT&T hoped to transform the company into a

top five PC maker. The plans never materialised and in 1996 AT&T spun

off the company.



NCR’s products range from point of sale terminals and barcode scanners

to image processing equipment and data retrieval systems.



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