Cable & Wireless Communications is to roll out a new phase of
below-the-line marketing through Grey Integrated, which picked up the
pounds 40 million account last week.
The campaign, using national press and radio as well as more direct
response-led media such as door-drops and inserts, will break on 1 May.
’It will be a totally integrated campaign,’ Fiona Godwin-Brown, the
director of responsive marketing at Grey Integrated, said. ’All the work
will be responsive, seeking to make sales.’
Grey Integrated picked up the lucrative account after a four-way pitch
against WWAV Rapp Collins, Tullo Marshall Warren and Evans Hunt
The agency has been working with Nynex, one of the four companies which
combined to form Cable & Wireless, for four years.
Gavin Wheeler, the consumer marketing manager at C&W, denied that Grey
Integrated’s appointment cast a shadow over Rapier, C&W’s above-the-line
agency, whose integrated credentials are close to Grey Integrated’s core
skills. He said: ’We still see a role for Rapier, which will continue
what it is doing.’