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
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
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.