DIRECT NEWS: Payne Stracey lands BT’s pager task

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 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

product.



Maggie Kennedy, market development manager for EasyReach, said: ’We are

looking forward to using relationship marketing to speak to our

customers.’



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

challenge.’



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.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).