Arun Sudhaman 24 Mar 2011 // 12:00AM GMT
LONDON: Paratus, the 12-person agency that netted Vodafone’s six-figure UK PR business 12 months ago, is to step down from the account at the end of the month.
Vodafone has instead called in Freud to handle specific projects for the mobile company’s corporate communications team.
In a statement, Vodafone head of external communications Richard Wray said that the company’s requirements had changed over the course of the last year.
“Paratus has delivered strong results, but we have decided to change the type and structure of the agency support required,” said Wray.
Vodafone has also turned to Ideas Network to run its devices loan programme, while Tavistock Communications will add corporate support.
Wray also said that a separate agency will be appointed to handle Vodafone’s enterprise PR business.
Paratus will continue to work with Vodafone on its World of Difference CSR programme,
Vodafone’s selection of Paratus last year surprised some observers, given the relatively unique model operated by the firm. Paratus employs just 12 full-time staffers, using a network of freelancers to supplement its services.
Prior to appointing Paratus last year, Vodafone worked with Shine and Harvard PR.