Holmes Report 18 Mar 2013 // 12:00AM GMT
LONDON--Weber Shandwick has launched a new B2B enterprise offering and unveiled business outsourcing company Williams Lea as one of its first client assignments.
Led by EMEA new business and enterprise director Peter Jacob, Weber Shandwick Enterprise will aim to engage with a client’s entire business rather than just the marketing or communications department.
The enterprise launch follows Weber Shandwick's appointment to handle global PR duties for Electrolux's B2B division last week.
“The Williams Lea remit plays exactly to our new enterprise offer," said Jacob. "Our role will be to create a compelling narrative which can then be used to enable sales teams to create a unique story and pitch."
Weber Shandwick secures the global assignment following a competitive review that began last year.
"Throughout the process, they demonstrated a clear understanding of our business and target audiences and the opportunities for our business in the future," said Williams Lea CMO Lesley Lindberg. "With a new brand refresh in development, we are excited by the opportunities that lie ahead for the group, whether in our marketing services, business service or our Government businesses.”
Weber Shandwick Enteprise will also work with sister firm McCann Enterprise to offer clients in the B2B space a single integrated branding and marketing communications solution. McCann Enterprise recently led Interpublic's successful pitch for the mammoth SABIC account.
“Over the last 18 months we’ve seen a number of B2B opportunities," said Weber Shandwick EMEA CEO Colin Byrne. "Increasingly we’re seeing a new kind of brief where communications is being challenged to become a key driver for sales engagement."
Jacob characterises the unit's approach as "commercial communications."
“The days of communications programmes being solely about driving coverage or Facebook likes are over," he said. "Our enterprise offer will focus on bringing clients closer to their customers and prospects. From working directly with a clients’ sales teams to craft a compelling narrative story and sales pitch, to brokering new business and networking opportunities, Enterprise is about acting as a genuine new business driver for companies wanting a deeper level of engagement with a B2B audience.”