ICL has dropped its roster of 12 agencies and is set to appoint
Firefly as its sole UK firm for product and corporate PR following a
review of its communications.
ICL reviewed communications to prepare for a major marketing push which
will precede a proposed flotation (PR Week, 9 Jan).
Neil Pattie, ICL’s media and PR manager, oversaw a pitch last month and
selected Firefly. However, ICL has appointed a new sales and marketing
director, David Teague, who has yet to rubber-stamp the appointment.
The computer systems supplier previously used 12 corporate and product
agencies including Buffalo Communications, Grayling and Countrywide
Porter Novelli. It had not previously used Firefly which, if appointed,
will become its sole agency, apart from Financial Dynamics which has
been retained to handle City PR.
ICL is set to float in the next three years. As a prelude to this it
will use PR and marketing to raise awareness of its brand and products.