Case studies > Transforming reputation of a heritage brand
The Brief
Cable&Wireless began a business transformation programme in 2005 following the takeover of smaller rival, Energis. Cable&Wireless appointed Epoch to support the transformation programme and build relationships with the UK business and trade media. Programme priorities were to profile executives to communicate the transformation and the new product portfolio and to generate significant share of voice through a high impact news and speaker programme. The delivery of high quality, high volume media coverage in the technology, business and trade media was a priority as well as managing corporate issues such as executive remuneration within the trade media. The audience for the programme was board-level decision-makers within large corporates.
The Result
Over a twelve month period, Epoch has helped to transform Cable&Wireless’ UK trade and technology communications. By taking a focused and systematic approach the programme has delivered consistently good results that have supported outreach into vertical sectors and the launch of new products and services.
The media campaign has delivered 16 executive profiles across outlets including CNBC, CNN, Information Age, Computing, CBR and the Financial Times; 40 articles in vertical publications including retail, utilities and financial services to reach non-IT decision makers; and often in excess of 25 articles per month within the UK trade media using customer case studies and news to drive interest.
Epoch also managed the Cable&Wireless speaker bureau securing 23 speaker slots in one year including leading industry conferences such as Mobile World Congress and the FT World Telecoms Conference.