Computer Sciences Corporation (CSC), the $6.6bn IT services group, has consolidated all its UK PR with technology sector specialist Text 100 Group. Text 100's Business Innovation Group, its business-to-business-focused division, pitched against corporate agencies Dewe Rogerson and Grayling to win the account, expected to be worth £150,000 in the first year. The campaign, starting immediately, has been devised to raise CSC's profile amongst senior business decision makers in order to accelerate growth in areas including management consulting, systems integration and IT outsourcing.

Steve Thomas, Marketing Director at CSC, comments: "Having decided to take our public profile to a higher level, it was clear we needed a consultancy with a strong mix of business PR experience and knowledge of the IT industry - and one that would challenge us. Text 100's Business Innovation Group proved beyond doubt that they fit this bill. And on top of this, they have a dynamic, results-focused approach that matches our culture. Our management team is looking forward to working with the Text 100 team to build a far stronger market profile."

The brief
Having developed a large, decentralised structure through a strategy of growth by acquisition, CSC had previously devolved PR and marketing to its various subsidiaries. In many areas, it's primary marketing approach was to grow its reputation by word of mouth alone. CSC has now recognised an additional need to create a more focused and managed PR campaign.

Tariq Khwaja, head of Text 100's Business Innovation Group, explains: "Our research shows that awareness amongst top decision makers of Computer Sciences as a recognised entity is way out of step with the company's size and success. This isn't surprising, given a history of highly acquisitive growth and decentralised marketing. The good news is there's enormous potential to build a strong unified image. Clear themes of innovation and creativity tie the focus and culture of the group's subsidiaries together and these will be core messages in our PR programme. The overall challenge is to raise CSC towards the levels of awareness EDS and Andersen enjoy - and in real competitive terms, CSC is already up there. It's a huge company full of industry experts and a wealth of untold success stories; we're excited about the opportunity to get on and tell them."

For the first six months, the campaign will focus on UK media relations, targeting the business and IT press. Further communications strategies, including analyst liaison and conference speaker bureau are to be assessed for incorporation in the near future.

CSC had $6.6 billion in revenues for the 12 months ended April 3, 1998. Headquartered in El Segundo, Calif., the company has 45,000 employees in more than 650 offices worldwide and provides clients with a wide range of professional services, including management consulting, information systems consulting and integration, and operations support. More information about Computer Sciences Corporation is available at www.csc.com.

Text 100 Group plc is a global PR consultancy serving the technology industry. The company's clients include BT, Compaq, Orange, Samsung, The Document Company Xerox, Microsoft and Gateway 2000. Text 100 was founded in 1981, employs over 250 people and has offices situated throughout Europe, Africa, South Asia, Australia and the USA. Additional information about Text 100 and its services can be found at www.text100.co.uk. Text 100's Business Innovation Group is the business-to-business focused division of Text 100 UK. With 18 staff, the Group's services centre around business issues management, customer testimonial PR and analyst bureau work. The Group's clients include Hewlett-Packard, server company Stratus, Microsoft (customer and issues campaigns) and business consultants, Conduit.

For more details or photographs, please contact:

Tariq Khwaja
Text 100 Business Innovation Group
Tel: 0181 242 4164
Email: tariqk@text100.co.uk

Mark Pinsent
Text 100 Limited
Tel: 0181 242 4171
Email: markp@text100.co.uk

Steve Thomas
Computer Sciences Corporation
Tel: 01252 363355
Email: sthomas5@cscmail.csc.com