You may have seen in PR Week recently that Octopus
has been appointed by telecoms billing firm MDS to develop and lead
an ongoing global PR and communications campaign for the company as
it begins its next phase of ambitious growth and rebrands itself
from its previous brand identity as Martin Dawes
Systems.
MDS is one of the UK's telecoms success stories, founded 20
years ago as Martin Dawes Systems in Warrington. The company
provides essential billing and customer management systems to
communication service providers globally; listing O2, BT and
Vodafone among its customers, but having undertaken little
proactive media engagement in recent years is viewed by many in the
industry as a well kept secret.
The brief will see Octopus develop an issues-led PR campaign
that tackles the complex issues for communications service
providers in managing their high-value enterprise customers,
raising the profile of the company amongst core audiences through
national and trade media, as well as analyst communities.
Matt Hooper, Chief Marketing Officer for MDS, commented; "As
part of our international expansion plans PR will be central to
amplifying the company's central messaging and marketing activities
around new generation enterprise customer experience for service
providers. For us, it was Octopus' integrated approach to PR,
marketing and insight, along with a fundamentally creative approach
to telling our story that really set them apart during the pitch
process."
Jon Lonsdale, MD of Octopus, added; "MDS has managed the rare
feat of thriving in a very contained industry for many years
without engaging the core market influencers in any structured way.
With expanded ambitions for greater international growth, we are
now tasked with ensuring that it can successfully reposition itself
through integrated communications. By starting from a point
of scientific market insight, our campaigns will help MDS achieve
the public recognition that its market success deserves."
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