Delaney Lund picks up pan-Euro Priority Telecom task

Delaney Lund Knox Warren & Partners has won the pan-European ad assignment for Priority Telecom, the cable telecommunications company owned by UPC.

Delaney Lund Knox Warren & Partners has won the pan-European ad

assignment for Priority Telecom, the cable telecommunications company

owned by UPC.



The agency won the business, which is estimated to be worth pounds 5

million, without a competitive pitch. It already works with UPC, for

which it handles corporate advertising across Europe.



BJK&E, Delaney Lund’s sister media agency, will handle the media

planning on the business. Buying will be run on a country-by-country

basis, beginning with Zenith in the Netherlands.



The agency’s task will be to launch the brand firstly in the Netherlands

and then in other key markets in Europe, which include France, Belgium,

Norway, Sweden and Austria.



The advertising will aim to position Priority Telecom as a challenger

brand as it sets out to woo consumers away from established telecom

suppliers in each market.



UPC also owns Cello, the high-speed internet access service, and

Priority Telecom will share the cables with Cello to supply phone

services.



Greg Delaney, the chairman of Delaney Lund, said: ’UPC is at the front

end of convergence and Priority, along with Cello, is a key area within

that. It’s an incredibly dynamic company.’



UPC is also launching a heavyweight global advertising campaign to push

the Cello brand. It handed Publicis London the pounds 30 million

creative assignment last month, while Media Insight will handle media

buying (Campaign, 17 March).