WPP has struck an innovative deal to handle the global marketing and
public relations strategy for the global telecommunications company,
A ‘virtual company’, specially created by WPP, will work within the ICO
organisation and will run a fully integrated communications programme.
The new company, which has yet to be named, will operate via the WPP
subsidiaries of J. Walter Thompson; Hill and Knowlton; Research
International; Sampson Tyrell, the design and identity specialist; and
Metro G-Force, the multimedia company.
Simon Burridge, the global account director for ICO at JWT, said: ‘Lots
of people have done global and lots of people have done integrated. No
other group has done this through the one source.’
The strategy will not be run from one country, but will be co-ordinated
by Burridge, with ICO asking WPP for a brief.
Burridge said: ‘ICO tells us exactly what it wants, and we advise on
strategy and executions. We then discuss the recommendations.’