The power and engineering company, ABB, is hunting for an international
agency network to handle a new dollars 10 to dollars 12 million global
corporate advertising account.
Corporate work is currently handled by GGK in Zurich and GGT in the UK,
but the client is understood to be keen to find a network capable of
delivering its corporate message across a range of countries.
The decision means GGT will lose the UK account, which spent negligible
amo-unts of money last year.
Bruce Kaukas, head of group corporate communications for the Swiss
multi-national, is thought to have visited four London agencies last
month. A shortlist of two will make further presentations in August.
‘We are expanding rapidly into eastern Europe and Asia and are looking
for a network that will be able to respond to local needs, especially as
we develop our operations in these fast-growing markets,’ Kaukas said.
‘Local offices increasingly require co-ordinated support and so we have
decided to go down that route, although we have been very happy with the
agencies we have been using,’ he added.
Kaukas confirmed that he had begun talks with agency networks, but
denied holding a formal pitch.
At the moment, ABB’s corporate work centres on the ‘yes you can’ slogan
developed by its former agency of record, GGK Zurich.
ABB is one of the largest power generator and electrical engineering
companies in the world. It designs, manufactures and installs heavy
equipment, from rolling stock to North Sea oil and gas rigs.
The company’s most recent financial results, for the financial year to
31 December 1995, showed pre-tax profits of dollars 2.11 billion on
turnover of dollars 33.7 billion. In the UK alone, the company employs
more than 13,000 people.