Altimo

The Challenge

Following its involvement in several high-profile litigations, Alfa Telecom, a Russian telecommunications investment firm, was perceived by the international business and media communities as an aggressive, litigious Russian investment group. APCO Worldwide (APCO) was commissioned to re-brand, re-launch and re-position the company with the world’s financial, political and investor communities as the “Partner of Choice” for Western investors looking to capitalise on opportunities in the emerging markets telecommunications industry.

The Solution

Drawing on conclusions from international focus groups, APCO developed a snapshot of Alfa Telecom’s brand attributes and mapped them against desirable perceptions. Using this information, APCO’s experts advised Alfa Telecom on branding, design and new names for the transformation into a new company, called Altimo.

The positioning strategy for this campaign involved three distinct objectives:

• Establish Altimo as the “Partner of Choice” for telecommunications investments in emerging markets.
• Position Altimo’s chief executive officer as a dynamic businessman focused on driving value growth.
• Develop a high-level advisory board to boost the company’s international credentials.

To facilitate the transition to a new company, APCO created key messaging materials for Altimo and worked with StudioAPCO®, APCO’s in-house design team, to create a new logo, corporate brochure and DVD. APCO also designed and produced a new corporate Web site in both English and Russian for which APCO Online®, the online communication consulting group at APCO, produced a custom content-management system, that allowed Altimo personnel to modify both sites directly.

APCO conducted extensive outreach to the international media to introduce the new company; advised on appointees to Altimo’s advisory board; and positioned Altimo’s chief executive officer as a young, dynamic business leader.

The Result

Altimo was successfully launched at a reception in the City of London attended by over 80 potential investors and partners. Surrounding the launch, APCO facilitated a series of high-level meetings with potential investors and partners, including a dinner hosted in the House of Lords.

The launch garnered wide coverage in the international media, and Altimo’s new Web site received over 3,500 hits in the first three months after going live.

As a result of APCO’s branding and media relations expertise, Altimo is now recognised as the “new Alfa Telecom” in international business and media communities. In addition, the company is seen as a telecommunications investment powerhouse, now able to bring its experience and expertise to bear for the benefit of its investment partners.

Services Provided

• Creative services
• Investor relations
• Media relations
• Online communication
• Opinion research
• Positioning

View all APCO services

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