Logica, the UK’s largest IT consultancy firm, has appointed Ludgate
Communications as its first retained agency to sharpen its profile in
the City.
The IT company plans to acquire a number of technology firms in the next
year, amid increasing competition from rival consultants.
Ludgate’s appointment comes 15 months after Logica appointed Brunswick
to advise on financial PR on a project basis (PR Week, 26 July
1996).
Explaining the reason for the switch, Tarquin Henderson, head of
corporate communications at Logica, said: ’At the time Brunswick looked
the strongest but Ludgate also pitched and kept in touch with us. They
showed a good understanding of what Logica wants.’
Ludgate worked on a project for Logica last July, on its acquisition of
Irish telecommunications software group Aldiscon. Henderson says he was
impressed by the account team of Ludgate directors Reg Hoare and Mike
Tate.
Logica does not use any other external PR advisers. Its 11-strong
corporate communications department will continue to handle
non-financial press activity and corporate communications.
Logica provides IT consultancy across all industrial sectors,
concentrating on integration and maintenance of custom-built software
and hardware.
Its pre-tax profits for the year ending 30 June were pounds 28.1 million
on a turnover of pounds 338.5 million. Its customers include Barclays
Bank, BT, and Shell.
