Arun Sudhaman 14 Jan 2011 // 12:00AM GMT
BANGALORE: Indian software giant Wipro is on the hunt for a global PR agency to help it sharpen its positioning across key international markets.
The company, which is aiming to cast itself as an international – rather than purely Indian – IT services player, has issued a strategic PR brief to several global networks.
According to the brief, Wipro’s priority markets for the new campaign are India, North America, Latin America and the UK. At present, the bulk of Wipro’s key outsourcing income comes from the US, followed by Europe.
The company already has a presence in more than 50 markets and has been aggressively targeting expansion into such countries as China and Japan.
The brief comes after a similar exercise last year attempted to identify a PR agency which could support Wipro’s attempts to raise its profile in its newer markets. The company currently works with Indian independent Gutenberg PR in India, the US and UK – but it is unclear whether the current review affects this agency’s status on the account.
It is understood Wipro will roll out a three-pronged campaign that encompasses corporate positioning, business unit programmes and support for other functions. The company is targeting national print and broadcast media, alongside trade and online channels.
The successful agency will be expected to have an Indian presence that includes resources in Wipro’s HQ city of Bangalore. It will also be called on to offer strategic advice, media relations counsel and media coordination.
Wipro is one of Indian software’s ‘big three’ alongside rivals Infosys and Tata Consultancy Services. The company employs more than 115,000 people and also counts significant consumer care, lighting and healthcare businesses.
A Wipro India spokesperson declined to comment on the pitch.