Eircom pays out €16m to rebrand as... Eir

The long-awaited rebrand of the country’s largest telecom has been unveiled with Eircom becoming Eir — at an estimated cost of €16m.

According to the company, those breaking that figure down to more than €5m per letter lost are wide of the mark, however, with Eir offering a host of its own numbers to explain the cost.

Some 100 outside agencies were employed to deliver the new brand, 50 of which worked on reshaping the digital side of the business.