De La Rue bids to update branding

Cash to cards group De La Rue has appointed Countrywide Porter Novelli to handle its corporate PR as part of its drive to raise its profile.

Cash to cards group De La Rue has appointed Countrywide Porter

Novelli to handle its corporate PR as part of its drive to raise its

profile.



De La Rue is keen to move away from its traditional image as a banknote

printer and to reposition itself as a provider of hi-tech services, from

brand protection, data transmission and cashless payment systems.



Countrywide was chosen after a four-way pitch against Paragon, Hill and

Knowlton and Hallmark. Brunswick, which handled some corporate PR, will

continue to supply financial PR. Countrywide will initially provide

support for De La Rue’s European card systems business, based in the UK

and France.



Stephen Hoffman Womersley, head of corporate affairs, said that despite

many people using De La Rue products in the form of banknotes,

passports, driver’s licences and credit cards, the company’s brand has a

low visibility.



’We are not known for areas such as software development, smart card

systems or brand protection of items like pharmaceutical products,’ he

said.



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