NEWS: Netcom switches from Red to A Plus in business drive

Netcom Internet, the Internet service provider, has dropped the Red Consultancy as its retained PR adviser and hired A Plus in its place. The account is believed to be worth pounds 250,000 a year in fees.

Netcom Internet, the Internet service provider, has dropped the Red

Consultancy as its retained PR adviser and hired A Plus in its place.

The account is believed to be worth pounds 250,000 a year in fees.



The agency switch comes as Netcom refocuses its marketing efforts to

concentrate more on the business market. Although the company remains

the world’s largest provider of solely Internet services with 500,000

subscribers, it faces growing competition from rivals like Euronet and

UUnet Pipex.

In particular, Netcom is keen to promote its personal finance tools, web

page builder and customised news page facility.



The Red Consultancy held the account for just four months, after Netcom

set up its UK operations in May. PR manager Rebecca Hartley declined to

say why Red had been replaced but pointed to A Plus’s expertise in the

business-to-business field.



The agency, which was appointed without a competitive pitch, will also

manage consumer PR.



‘We will be trying to differentiate Netcom as the best Internet service

provider in a market that is becoming increasingly difficult to

differentiate,’ said A Plus director Jonathan Simnett.



He added that the new account more than compensated for the loss of

CompuServe’s Information Services division to Harvard PR last week.



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