INTERNATIONAL: Four to pitch for Asian electronics account

BEIJING: Rockwell International, the troubled US-owned aviation electronics and automation group, is reviewing its PR in greater China.

BEIJING: Rockwell International, the troubled US-owned aviation

electronics and automation group, is reviewing its PR in greater

China.



The account covers China, Taiwan and Hong Kong and has been held by

Ketchum for the past five years. The brief involves media relations and

corporate PR.



Rockwell’s Asian operation is based in Beijing, but the agency will

report directly to Helen Phillips, the company’s vice-president for

business, communications and advertising, who is based at its California

headquarters.



The review follows a global restructuring of the company which began in

October 1997 and has been followed by profit warnings and, most

recently, a pounds 159 million loss reported for Rockwell’s

semi-conductor business during the fourth quarter of last year.



Pitches for the account were held this week. Ketchum is competing

against three other agencies including Hill and Knowlton and Ogilvy PR

Worldwide.



Chris Liu, who is the account director handling Rockwell at Ketchum in

Hong Kong, said: ’Rockwell has restructured the whole corporation to

focus its resources on growth sectors. The challenge now is how to

position and define the new, slimmed-down version.’



’It’s a good business and a very strategic client, as it is very well

respected and the leader in its field,’ he added.



Ketchum had run media relations and corporate communications for all the

company’s four divisions.



But Rockwell spun off its semi-conductor business last December

following a global slowdown in that sector. It had spun off its

automotive division 18 months earlier.



The company has retained its avionics electronics and industrial

automation divisions. Rockwell also has a growing electronic commerce

business.



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