Archibald Ingall Stretton lands Open ... task

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 09 April 1999 12:00AM

Archibald Ingall Stretton has scooped the direct marketing task for the interactive television service, Open ..., after a competitive pitch against a number of undisclosed agencies.

Archibald Ingall Stretton has scooped the direct marketing task for

the interactive television service, Open ..., after a competitive pitch

against a number of undisclosed agencies.



The agency will work as the strategic direct marketing partner of Open

..., operating hand-in-hand with the advertising agency, Ogilvy &

Mather, to prepare for the TV service’s full launch in the autumn.



A media planning and buying agency has yet to be announced and it is

thought that Open ... is compiling a shortlist of agencies.



From the spring, Open ... will begin to roll out the first national

interactive services. These will include home banking, shopping,

information, free e-mail and games. To date, Open ... has announced

partnerships with Iceland, HSBC, Argos, Somerfield, Dixons, Woolworths,

First Call and Shop!, as well as signing up Unilever and Ford as

interactive advertisers.



AIS and O&M’s work will launch in the autumn and the two agencies will

work closely together on branding and strategy.



Stuart Archibald, a managing partner of AIS, said: ’The key is working

with the content providers and coming up with acquisition programmes and

strategies to ensure continual use.



’We set out to work with clients that are innovators and which need to

build strong brands and customer relationships at the same time.

Open ... is certainly one of those clients.’



Nick Mercer, the marketing director of Open ..., said: ’The appointment

of AIS is another step in creating a strong and proactive team working

towards our full marketing launch in the autumn.’



The appointment comes in the week that research by the investment bank,

Dresdner Kleinwort Benson, gave a positive appraisal of Open ...,

valuing it at pounds 1.23 billion.



This article was first published on campaignlive.co.uk

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