According to BT senior corporate and media relations manager David Clarke, the agency was chosen following a three-way pitch involving Ruder Finn and Burson-Marsteller. Weber Shandwick will handle Australia, Hong Kong, Singapore and India. BT previously used Text 100 in India and Hill & Knowlton in Japan, and is currently searching for a Japan PR partner.
"WS came out on top with their enthusiasm, geographic coverage and team chemistry," explained Clarke. "BT's at a stage in its history in the region where we need to move up the ladder with more strategic and consistent programming across multiple geographies.
"Our primary objectives for the programme really haven't changed dramatically over the past 12 to 20 months," said Clarke. "We are still aggressively pursuing more targeted media relationships, as well as more effective industry analyst programmes. The greatest changes are really in our communications strategies -- we have a far more compelling story to tell given BT's expansion plans in the region. Our strategies are more focused on key influencers across the industry, at leading MNCs, and in government and trade."
BT defects from Ruder to Weber after review
BT has consolidated its public relations business for the bulk of the region with Weber Shandwick, after parting ways with incumbent agency Ruder Finn.