QUOTE(Fusion @ Wed 11th January 2012, 7:45am)
"His question to me: should he pose as someone else to make the necessary changes?"
A silly question. Of course he should not pose as someone else. He should create an account called say "Eleven green dachshunds". (Disclaimer: this may already exist for all I know.) He should then spend some time making good edits to several articles. After that he can do what he needs to. He should continue to use the account for other purposes in case he needs to revert changes to his article.
And of course he should never use his firm's IP!
Fusion's path is, of course, the path to successful PR editing on Wikipedia. I don't know why this is so difficult for grown-up professionals to comprehend. As for it being called "unethical", I say that when you're in Rome, out of respect for the local culture, you do as the Romans do.