Magazine article Marketing

Colt Telecom Chooses Top Marketer after Exit

Magazine article Marketing

Colt Telecom Chooses Top Marketer after Exit

Article excerpt

Colt Telecom's marketing director, Leo Todd, has quit after seven years to set up his own consultancy, just as the firm prepares to unveil a new corporate identity and logo.

Colt is not looking for a direct replacement for Todd, but has handed most of his responsibilities to former Sega marketing chief Jeremy Stern, who now becomes top marketer. Stern joined Colt two months ago as director of marketing communications reporting to Tod (Marketing, June 14).

Todd's departure from Colt, which provides voice and data services to businesses across Europe, came as it revealed plans to drop the word 'Telecom' from its branding. This reflects its shift from being a provider of pure telecoms services. It has also updated its logo and scrapped its 'Be first, be fast' strapline.

The company is now promoting itself as Colt, with the positioning statement 'We make business straight.forward', although it will still officially be known as Colt Telecom.

The dot in 'straightforward' is meant to signify the company's position as a big player in the digital economy. Colt created the identity in partnership with design agency Dialogue ABC. …

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