Cable group UPC seeks agency to handle pounds 25m pan-Euro task

The cable operator, United Pan-Europe Communications, is looking for an agency to boost its profile across Europe with an estimated spend of pounds 25 million.

The cable operator, United Pan-Europe Communications, is looking

for an agency to boost its profile across Europe with an estimated spend

of pounds 25 million.



The search is being conducted through the AAR, under the stewardship of

UPC’s vice-president, marketing, Gavin Bradley, who is based in

Amsterdam.



A UPC spokeswoman played down the move, commenting: ’If we are

approaching the AAR, it is part and parcel of us being a multinational

corporation sensitive to the needs of the industry. It’s us being ahead

of the game.’



However, a number of London agencies have already been contacted by

representatives of the company and are gearing up to present for the

business - although sources indicate that a shortlist has yet to be

finalised.



To date, UPC has only advertised around its flotation, which raised

dollars 1.3 billion in February. Creative work for the campaign, which

ran in the business press, was developed by the brand consultancy, Lloyd

Northover Citigate. Media buying was handled by Citigate Dewe

Rogerson.



The company offers video, internet and telecommunications to homes and

businesses over a cable network. Video supply is the largest part of the

business, and the company is attempting to push its internet and phone

access. It has 3.4 million subscribers.



The money raised from the recent flotation is being used to fund an

array of acquisitions across Europe. The company is taking advantage of

the deregulation of the main European telecommunications markets.



Its broadband internet service provider subsidiary, Chello, has about

36,000 subscribers in France, Belgium, Austria, Norway and the

Netherlands.



It markets its service as high-speed internet access with a flat

fee.



UPC is 60 per cent owned by the Denver-based United International

Holdings.