<p>By Arun Sudhaman<br></p><p>LONDON: The powerful trade association behind the Mobile World Congress has called a review of its global PR account, putting 15-year incumbent CC Group on alert.</p> <p>The GSMA, the key association of mobile operators and related companies, has briefed a number of PR agencies for the pitch, which is taking place at its headquarters in London.<span id="more-979"></span> A source involved in the pitch said the current process was “procurement-driven”.</p> <p>Specialist UK tech agency CC Group consolidated the entire account last year, when it displaced Hill &amp; Knowlton’s hold on the GSMA’s mobile broadband campaign account. The organisation’s PR centrepiece is the <a href="http://www.mobileworldcongress.com/" target="_blank">Mobile World Congress</a>, which is held annually in Barcelona and attracts 47,000 people from around the world.</p> <p>The GSMA claims nearly 800 mobile operators and 200 related companies among its members. In 2009, Telecom.com called it “one of the most powerful trade associations in the world, lobbying governments on everything from tax policy to pricing strategy”. </p>