Telus chooses custom-built PR offering after agency review

A collaborative offering from Res Publica has been awarded the Telus PR business after a review.

Dubbed The Pack, the custom-built solution combines National Public Relations and Cohn & Wolfe staff, led by Rick Murray, managing partner of National and Cohn & Wolfe.

The RFP was comprehensive, said Murray. “Most RFPs do not have that kind of scope.” On their own, Cohn & Wolfe and National would have struggled to win the pitch, but combining the two will allow them to draw on each other’s strengths to enhance the overall offering, he said.

Cohn & Wolfe had telecom experience and strengths in direct, for example, while National had greater presence across the country and is strong in issues management, corporate and government affairs.

The Pack will work on consumer and B2B marketing, digital and social media, strategic communications, public affairs, and healthcare.

The size of the The Pack will be very “fluid,” said Murray. A small team of less than five will work exclusively on Telus from Toronto, drawing on resources from across both agencies as the work dictates.

The name was inspired by Cohn & Wolfe’s own nickname. “They call themselves the wolf-pack,” he said. “And packs are inherently collaborative, hungry, driven and passionate about what they do.”

David Brown