Cable and Wireless Mobile has appointed UK hi-tech agency Firefly
as its first corporate PR agency. Firefly will work globally for C&W on
raising its profile as a provider of mobile communications.
The appointment of Firefly coincides with C&W’s current branding push
and is an attempt to support its diverse mobile divisions with the
unifying C&W brand.
C&W Mobile was formed following the recent merger of Bell Cable Media,
Mercury Communications, Nynex Cable Communications and Videotron. It
manages the group’s mobile communications businesses across 30 countries
taking responsibility for One-2-One in the UK, E-Plus in Germany, M1 in
Singapore and Optus in Australia.
Firefly’s main areas of activity will be Europe, Asia and Australia.
It will attempt to position C&W as an authority on mobile communications
standards through trade and consumer media while building C&W Mobile’s
corporate identity. It will not work on projects for C&W’s separate
mobile divisions. Lisa Gernon, chief executive of C&W Mobile, said:
’Firefly suggested a strategy for highlighting C&W as a major player in
mobile communications. It presented solid corporate, trade and business
Jackie Cooper PR handles the UK consumer public relations for the new
Cable and Wireless group.