LONDON—UK telecoms player Colt has called in Octopus Group to lead a more integrated approach to PR and social media across Europe, the Holmes Report can reveal.

Octopus, which previously handled Colt's social media activity, adds responsibility for public relations and analyst relations.

The PR assignment, worth an estimated six-figures, shifts from Weber Shandwick, which won the account three years ago.

Colt head of external relations Helen Toft told the Holmes Report that local market PR and social media activity remains under review. One of the region’s biggest providers of voice and data solutions, Colt currently operates in 22 European countries.

Toft, who joined Colt in early 2012, said that Octopus will develop content centrally that can then be used across its local markets.

"Fundamentally, we need an integrated approach to what we do so that we are delivering our messages in the right way to our customers and to market," said Toft. "We want to make sure we are giving the right information to the people we are talking to."