Telefónica Digital Seeks PR Firm To Shift Global Perceptions

Steve’s breakdown: This is the first time the company has hired a PR firm so I would suggest pitching them with a huge menu of ideas that they can pick and choose from. Rookies like that! The feature Telefónica ad has nothing to do with this business but it has a singing roasted pig in it so I couldn’t resis.

LONDON, UK: Telefónica Digital, the new unit that houses the Spanish telco’s various digital businesses, has commenced the search for a global PR agency.

The tender follows the creation of Telefónica Digital last year, to focus on expanding the company’s products in such areas as cloud computing, mobile advertising and eHealth. Current Telefónica Digital businesses include Skype-style internet telephony service Jajah, Spanish social network Tuenti, Latin American internet broadcaster Terra, and UK mobile virtual network Giffgaff.

Given the size of Telefónica Digital’s international footprint, director of media relations Nick Wilkins confirmed that the company was looking for an agency with a “global outlook” to handle the London-based brief. Wilkins noted that “key markets in terms of execution are the UK and US”, while materials and plans will be adapted for local use in other markets.

The review marks Telefónica Digital’s first tender for a PR agency. The process will not affect agency relationships at Telefónica’s other key brands: O2, Movistar and Vivo.

“We’re looking for an agency that lives and breathes digital and can help us quickly establish ourselves in this space,” added Telefónica director of communications David Nicholas in a statement. “We have a big job to do in changing perceptions of ourselves as being more than just a ‘telco’ and raising awareness of the innovation that already exists within Telefónica.”

Nicholas was recently named to head comms at Telefónica Digital, heading a team that also includes Wilkins and director of public affairs Steve Bartholomew.

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