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
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
’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
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.