US-based technology consultancy Computer Sciences Corporation (CSC)
has appointed Text 100 to handle a new corporate PR account with annual
fees of pounds 150,000.
Text won the business against Dewe Rogerson and Grayling. CSC has not
used a PR agency for the last two years at group level in the UK and has
made the move to increase general awareness of its brand and
CSC has used Cohn and Wolfe in hte past and several agencies on an ad
hocbasis across separate divisions.
In addition to management consultancy, CSC also supplies systems
integration and IT outsourcing services. Steve Thomas, marketing
director at CSC, said: ’Having decided to take our public profile to a
higher level, it was clear we needed a consultancy with a strong mix of
business PR experience and knowledge of the IT industry.’
Text’s business-to-business division will handle the CSC account and its
team will be lead by Tariq Khwaja, head of Text 100’s business
innovation group. Khwaja said: ’Our research shows that awareness among
top decision makers of Computer Sciences as a recognised entity is way
out of step with the company’s size and success.’
CSC’s move to raise its profile coincides with a boom in the technology
consultancy sector. Rival group Logica recently posted record profits
and the Sema Group is set to enter the FTSE-100 for the first time.
California-based CSC had a turnover of around pounds 4.1 billion for the
year ended 3 April 1998. It employs 45,000 people in 650 offices