MKC Communications has retained the public relations account for telecommunications provider UPC Ireland following a six-way competitive tender for the business.

The firm, led by managing director Laurie Mannix, won out following a pitching process that took place last November and attracted interest from five other corporate PR agencies.

Since taking over the UPC account (from Pembroke Communications) in early 2012, MKC has handled the PR for the expansion of the company’s broadband offering, as well as the launch of its on-demand television service and Horizon platform, working with UPC Ireland’s in-house public relations manager Anna-Maria Barry.

MKC's other major clients include Google, Eirgrid and Energia.

UPC and Sky spent much of 2013 in a marketing battle with each other after Sky launched a broadband service and placed itself in direct competition with UPC’s triple-play bundle, while the advent of Eircom’s television service eVision has also contributed to consistently visible advertising spending by the sector.