Payne Stracey has scooped BT’s EasyReach pagers business after a
five-way pitch against Barraclough Hall Woolston Gray, OgilvyOne, Finex
and Judith Donovan Associates.
Payne Stracey’s brief is to run a direct marketing communications
strategy to help raise awareness, sales and use of the EasyReach
Maggie Kennedy, market development manager for EasyReach, said: ’We are
looking forward to using relationship marketing to speak to our
BT will promote the benefits of pagers to young people, pointing out the
advantages that they have over mobile phones. The product will be
marketed as a cost-effective way of keeping in touch, with no connection
charges or ongoing rental bills to pay.
BT currently has 500,000 registered pager owners, and is aiming to
increase that figure to two million by 2001.
Penetration of pagers in the US market is much higher than the UK, with
an estimated 15 per cent of the population using one.
Ben Stephens, the managing director of Payne Stracey, said: ’Our task
will be to communicate the product benefits of BT EasyReach pagers to
the increasingly sophisticated market. We look forward to the
The win comes as Payne Stracey waits to hear the outcome of another BT
direct marketing pitch, for a project focusing on business use of the
free 0800 number.
The agency pitched against Craik Jones Watson Mitchell Voelkel and
Judith Donovan Associates.
Although the pitches took place some weeks ago, it is believed a
decision was delayed due to changes in BT’s marketing department. Tim
Evans joined from Cellnet in July as the head of consumer marketing.