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
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.