IT firm Fujitsu is implementing a more co-ordinated approach to its
European PR, and has taken on the Quentin Bell Organisation to help it
in the task.
The agency will work on three specific UK projects for the company, two
of which are business-to-business accounts, publicising Fujitsu’s work
in helping companies reduce the cost of PC ownership. Fujitsu sells PCs,
notebooks and servers.
QBO will also continue to handle PR for Fujitsu’s Fin Fin virtual
pet.
The voice, touch and movement sensitive software programme was designed
partly as a PR tool to demonstrate the human side of Fujitsu’s
technology.
Fin Fin follows the same lines as a Tamagotchi pet but uses far more
sophisticated interactive technology.
As well as its UK PR implementation role, QBO will also assist Fujitsu’s
European PR manager Judith Grindal in co-ordinating public relations
activity across the continent in an effort to build a more coherent
brand.
Although the agency will not be responsible for actually carrying out
projects in the rest of Europe, it will work on developing campaigns
which can then be rolled out by local agencies.
The attempt to harness a more unified European image for Fujitsu comes a
year after the company was demerged from ICL, and Grindal was brought on
board from Digital. Fujitsu’s previous UK PR agency was Arrow Public
Relations.
For QBO, the account win comes three months after poaching Simon Hill,
the editor of PC Week, to build up the agency’s cache of IT accounts.
