Streakr recruits C&W for social networking fight

In a bid to differentiate itself in an overcrowded market, social networking start-up Streakr has retained Cohn & Wolfe for a consumer brief built around the site's launch. The agency beat digital agencies Cheeze and New Media Maze to the business.

Cohn & Wolfe’s digital and technology team will support Streakr’s launch ­later this month, aiming to drum up awareness among the blog community. Managing director of digital and technology Gladys Elia was quick to point out that Cohn & Wolfe’s support will go beyond generating traffic on Streakr’s site.

The agency teams have been working on content for the sites, as well as more traditional media relations.

‘This campaign goes beyond brand awareness to building loyalty among users and keeping the site fresh and energised. The web, and social networking in particular, is evolving on a daily basis, so it is essential to keep ahead of the game,’ Elia said.

She noted the importance of blogger relations to the campaign, adding that bloggers are still seen as ‘second class citizens’ of journalism’.

Streakr co-founder Neil Gould said that Cohn & Wolfe’s understanding of ‘Web 2.0’ communications, including blogger relations, was key to the agency’s win.

‘Their recommendations went beyond traditional PR support to providing strategic input into the long-term development of the site,’ Gould said by way of explain­ing Cohn & Wolfe’s win over digital specialists.

Gould has billed Streakr as a younger alternative to other online ‘discovery sites’, describing it as ‘less tecchie than other sites that acc­umu­late bookmarks, like Digg’.

As Streakr’s launch approaches, members are now able to download a Streakr toolbar with buttons to log their opinions on sites they visit in real time.

C&W to boost engineer's profile

The UK's largest engineering consultancy has taken on Cohn & Wolfe to boost the profile of its design and engineering solutions division.

The agency will position Atkins as a thought leader in nuclear, defence, energy, mass transit, utilities, telecoms, design and engineering sectors.

The six-figure account was won after a competitive pitch and will be headed up by UK MD Geoff Beattie. Three-year incumbent Carmargue did not repitch for the account. Camargue continues to work on a retained basis for the Highways and Transportation division, as well as on group communications.

Atkins' divisional comms director Trudy Warrender said Cohn & Wolfe was awarded the work because they ‘showed an ability to think laterally about how to position us as an industry leader’.

Atkins plans, designs and enables the delivery of complex capital programmes for clients in the public and private sectors across the globe.

Current projects include the design and programme management of the civil works for the Dubai Metro red and green lines, the Bahrain World Trade Center, and resort developments such as Durrat Al Bahrain.