UK's Colt Group Calls Pan-European Review
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UK's Colt Group Calls Pan-European Review

UK telecoms player Colt Group has called a comprehensive review of its European PR requirements, putting incumbent Grayling on alert.

Paul Holmes

By Arun Sudhaman

UK telecoms player Colt Group has called a comprehensive review of its European PR requirements, putting incumbent Grayling on alert.

The UK-listed company, one of the region's biggest providers of voice and data solutions, is considering a number of models for servicing its PR business across Europe. Colt Group director of marketing communications Paul Osgood told the Holmes Report that participating agencies are being asked for their feedback to different servicing scenarios.

For example, said Osgood, the company may select one agency to handle the entire account, or may ask that agency to divide the business up among its own chosen partner shops in local markets. Alternatively, Colt Group may choose to directly appoint local agencies, and charge one firm with coordinating activities.

"We recognise that different agencies bring different strengths," said Osgood. "We don’t want to be prescriptive about what our model is."

Osgood added that social media is also an important focus in the review. After an initial RFI, the company has shortlisted a select group of agencies to respond to an RFP. This group, said Osgood, may yet be whittled down further ahead of presentations. The new agency is expected to be in place by the beginning of August.

The review covers all aspects of Colt's PR activities, including group comms, business units, local PR, thought leadership and digital media. According to a copy of the RFI obtained by the Holmes Report, agencies are expected to bring a "clear understanding" of the telecoms and IT managed services industries.

Colt Group has a presence in 34 European cities across 13 countries. Colt Group handed its regional PR to Trimedia in 2006. The agency was merged with Grayling last year.

The review comes after former Brunswick executive Osgood joined Colt Group in January of this year.
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