Vodafone backs ‘alternative’ agency

Friday, 7 May 2010, 14:39 | Category : General
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Vodafone’s decision to appoint Paratus to handle the lion share of its business is a momentous one http://bit.ly/9w9XLs

Vodafone has not only had the foresight to understand that – above all else – what really counts in PR is having the best people, not the best known agency brand or the shiniest office. But it’s also had enough courage in its convictions to follow through with a decision that could well give other big brands the confidence to explore the possibilities beyond the traditional agency model.

Paratus’ model is similar to that of The PR Network – blending a core team of full time PRs complemented by a large group of freelance specialists. This gives clients access to a much wider and more flexible skill set and the guarantee of senior ‘hands on’ experts. We are able to bring this solution to clients at a more competitive rate than a “traditional” agency, weighed down by fixed costs, could ever hope to offer.

Vodafone has obviously found this a compelling proposition. Doubtless, the PR industry will be following this one with interest.

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