Banks Hoggins O’Shea FCB is heading a consortium which has been charged with transforming Saudi Telecom into a commercially competitive organisation. The task is understood to be worth more than &£20m.
The consortium is to run a two-year communications programme, including advertising, public relations, a new corporate identity and management of a culture change programme for the state-owned telecoms company.
Reports have indicated that the Saudi Arabian government is considering a number of options for the company, which could include part-privatisation.
The communications team also includes Charles Barker/BSMG, the London-based operation of BSMG Worldwide, and Saudi-based Horizon FCB, which like BHO, are part of the True North Communications, one of the world’s leading global advertising and communications holdings companies.
Other team members include corporate identity agency Springpoint, culture change consultancies TMI and ICMS and video production agency 5th World Productions.
It is understood the team pitched against the McCann-Erickson network and another global agency.
John Banks, chairman of Banks Hoggins O’Shea FCB, says: “This is a highly prestigious project for True North. Saudi Telecom is a company facing significant change and development over the next two years and we are honoured to be able to support it in that process.”
Press reports have indicated that Saudi Arabia is going through a process of change and is looking at privatising a number of state-owned industries.