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Grey scoops 35m [pounds sterling] global Marconi relaunch task.(Grey Advertising Inc.;)(Brief Article)
Marconi has picked Grey Advertising to handle its 35 million [pounds sterling] corporate campaign promoting its transformation from a military supplier to a telecoms and information technology giant.
The agency network offices in London and New York will share the assignment, which is aimed at giving the UK-based company a clear positioning, particularly in the US market, and turn it into a more potent rival to Nortel, Cisco and Lucent.
Neither Steve Richards, Grey's managing director in London, nor Marconi would comment on the appointment. But industry sources say Grey has seen off a challenge from the Bates group to win the business.
The appointment reflects a major identity change for Marconi from its previous incarnation as the General Electric Company supplying armed forces.
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