By Matt Williams, campaignlive.co.uk, Thursday, 06 August 2009 06:00AM
The agency picked up the brief after a pitch against VCCP, which handles the main O2 account, and Ruby, a division of The Red Brick Road. My Agency was the previous incumbent on the business.
Albion will be responsible for creating a number of on- and offline campaigns that help to raise awareness of the brand's high-speed connection and attract new customers to the service.
The appointment comes just weeks after Be Broadband revealed its new identity, which was created by the design consultancy Dave in conjunction with the company's existing customers.
Be Broadband's new positioning is "create the new", and aims to put its member community at the heart of its positioning.
The last campaign for the company used the strapline "viva la revolution", and incorporated banner ads, press work and a number of radio spots.
My Agency was not asked to repitch for the business, but it will continue to work on other unspecified campaigns for O2. Arena BLM will continue to handle media. Be Broadband launched in 2005 as the first ISP to provide an ADSL2+ service, which gave the fastest connection speed at the time. It was acquired by O2 a year later for an undisclosed fee.
Oli White, the head of marketing at Be Broadband, said: "Albion demonstrated a grasp on our digital audience and the strategic and creative depth we need to realise our ambitions."
This article was first published on campaignlive.co.uk