CSL names Waggener Edstrom PR AOR

According to Waggener Edstrom, CSL’s appointment moves the bulk of its PR work in-house, where communications has traditionally been managed, to an external agency.

Waggener Edstrom is charged with managing the brand’s traditional, corporate and internal communications services as well as its digital PR duties under two separate retainer contracts.

Specifically, the agency will oversee CSL’s traditional media relations, interviews, press events and media engagement as part of the first contract. Secondly, Waggener Edstrom’s global digital team, WE Studio D, will manage a digital campaign that includes an online monitoring program and advisory service, in addition to the social network campaigns.

Waggener Edstrom’s EVP David Ko said the win puts CSL among the agency’s biggest clients.

In 2009, the mobile operator has launched campaigns through agencies including TBWA’s Tequila and Leo Burnett.

CSL, a division of Australia’s Telstra Corporation Limited, has three brands in Hong Kong, 1O1O, One2Free and New World Mobility.