Tyco Hires Interbrand for Image Upgrade

BOSTON Troubled manufacturing and electronics conglomerate Tyco International has hired Omnicom’s Interbrand for a “brand architecture” assignment following a review in which Interpublic’s Futurebrand was runnerup, the client said.

Initial work includes an audit of the company’s 100-plus brands and “how they’re organized and how they relate to each other,” said Tyco representative Gary Holmes, who emphasized that no immediate name change is planned.

Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, based here, was hired two weeks ago for marketing chores following a separate review.

Tyco officials had previously said that the shops would collaborate on a global image campaign expected to break in the fourth quarter, and sources had pegged spending on such an effort at $30-50 million [Adweek, March 24]. Holmes since has called that figure “exaggerated,” and has said Hill, Holliday’s work for the remainder of the year will mainly consist of internal communications aimed at the company’s employees.

Tyco spent $30 million on ads last year, per TNS Media Intelligence/CMR, mostly on its ADT security systems products, through independent shop Doner in Southfield, Mich. The company is based in Hamilton, Bermuda, but most functions are handled from its offices in Exeter, N.H. Tyco is seeking to repair its image in the wake of numerous corporate scandals.