CFW lands pounds 5m BT acquisition brief

BT has appointed Cramm Francis Woolf to its pounds 5 million customer acquisition account as part of a carve-up of the below-the-line empire held by BT’s former marketing consultant, Ed Carter.

BT has appointed Cramm Francis Woolf to its pounds 5 million

customer acquisition account as part of a carve-up of the below-the-line

empire held by BT’s former marketing consultant, Ed Carter.



Carter was a consultant at BT but left to join Cellnet earlier this year

following the retirement of his mentor, Stafford Taylor. This left parts

of the business handled by Carter’s agency, Devon Direct, open for

repitch.



BT is targeting customer acquisition in order to claw back business lost

to rival cable companies. CFW pitched against OgilvyOne, Carlson and

Hubbard Hiawaizi McCann to win the business.



According to the CFW managing director, Paul Woolf, the task will

involve looking at the strategy for making contact with new subscribers

as well as using direct marketing techniques to implement it.



However, the five-year-old CFW has been forced to end its three-year

relationship with the cable company, CableTel, because of client

conflict.



’We were extremely disappointed to part company with CableTel. We have

had an excellent working relationship with the operation, but the

opportunity to work with the market leader is obviously very exciting

and important for us at this stage of our development,’ Woolf

explained.



CFW is looking for new account management staff as a result of the win

and increased business from existing clients, such as Intel, Shell

Chemicals and British Meat.



Its first work is due to break this summer.