Shandwick in frame to grow Acorn image

Technology company Acorn Group has appointed Shandwick to handle all its international PR, from corporate to government relations, for fees believed to be over pounds 300,000.

Technology company Acorn Group has appointed Shandwick to handle

all its international PR, from corporate to government relations, for

fees believed to be over pounds 300,000.



Acorn wants to move away from its 1980s profile as an education computer

provider and pitch itself as a developer and licenser of technology. It

has developed technology for BT, IT company Oracle and manufacturer

Samsung.



Acorn products include technology which allows people to use their

televisions as personal computers and links TVs to the internet.

Although Acorn still produces personal computers, technology and

licensing accounted for 40 per cent of revenues for the first half of

1997.



Shandwick, which pitched against Hill and Knowlton and incumbent Text

100 for the work, will handle corporate, financial, business-to-business

and technology PR, public affairs, and crisis management. Shandwick will

also handle investor relations in London.



Acorn, a UK company based in Cambridge, has also hired Shandwick for

work in the US and for projects in Asia and Western Europe.



Andy Mee, Acorn’s marketing and business development vice president,

said:’Shandwick will help spearhead an international campaign to raise

our profile and the understanding of the scope of our business, as well

as our focus on emerging markets such as digital interactive TV and

network computer technology.’



Mee joined the company a month ago. Formerly European marketing director

at computer games company Sega, he worked for Acorn as a consultant for

several months before joining, advising the company on moving into

digital TV and the internet.



Ian Rumgay, Shandwick International client services director, will

advise Acorn on its international strategy.



’We see the programme as being one of corporate re-positioning and

brand-building, consistency of messages will be a key factor,’ he said.



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