Computer systems supplier and consultant ICL is cutting back on its
roster of 13 UK agencies. The move comes as it seeks to streamline its
PR ahead of a proposed flotation in the next three years.
Retained agencies include Financial Dynamics, Buffalo Communications,
Grayling, Countrywide Porter Novelli, Martin Brooks PR, Vaughan River,
Lewis, and PRP. ICL intends to reduce this to three.
Neil Pattie, ICL’s media and PR manager, said: ’Our goal is to reduce
the number of agencies to a manageable level. When you use lots of
agencies mixed messages tend to come out.’
Pattie says the only decision made so far is to retain Financial
Dynamics as ICL’s financial PR consultancy.
He refused to comment on whether ICL will retain other incumbent
agencies or make new appointments.
ICL’s PR will focus on positioning the company as a software, systems
and services provider. It is still perceived as a hardware supplier
although just eight per cent of its revenues are derived from the sales
of mainframe systems.