DIRECT NEWS: Grey follows pounds 40m CWC win with direct response operation

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.

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

Scott.



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.’



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