NEWS: WPP sets up virtual company to handle ICO global account

WPP has struck an innovative deal to handle the global marketing and public relations strategy for the global telecommunications company, ICO.

WPP has struck an innovative deal to handle the global marketing and

public relations strategy for the global telecommunications company,

ICO.



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.’



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