AIS beat the incumbent, Team Saatchi, in a final shoot-out and has been briefed to develop regionally targeted communications to suit the gradual roll-out of the service across the UK. The agency is developing a campaign using posters, press, DM and digital.
The pitch was overseen by Keith Hawkins, UK Broadband's chief operating officer and senior vice-president of sales and marketing. He said the review was prompted by a desire to focus on DM.
"We were impressed by AIS's interesting ideas as well as its strategic insight. Team Saatchi did a great job getting us up and running within a tight time schedule. However, AIS is more suitable for our needs as we will be focusing more on DM," he said.
UK Broadband, owned by the Hong Kong telecoms giant PCCW, owns all of the UK's 15 regional wireless broadband licences.
Saatchis worked on the launch of the service, then called Netvigator, in 2004 and its rebrand to Now Broadband last Autumn.
The service launched in 2004 and has already rolled out in parts of North and West London and the Thames Valley.