Advertisers will be able to book a campaign across the entire cable
industry with just one call for the first time, following ntl's
appointment of Flextech sales to handle advertising across its digital
interactive, electronic programme guide, internet and broadband cable
This is a significant step for the cable industry, which has been
criticised for not fulfilling its potential as a cohesive and
competitive force against major rivals such as Sky. It is hoped the move
will help to propel the use of interactive services among consumers as
advertisers become more adept at targeting audiences.
Stephen Carter, the managing director of ntl, said: 'This is another
example of ntl and Telewest working together following the success of
Front Row. Cable now offers an easy-to-access, unified platform for
advertisers to target.'
Mark Luiz, the chief executive of Flextech, added: 'It's a coup for the
Flextech ad sales division to be able to sell ntl, with its strong brand
and its powerful consumer base.'
In a separate move, ntl is attempting to improve its branding with the
appointment of the branding guru Martin Lambie-Nairn as its creative
He will be responsible for the ntl brand from its on-screen branding to
its customer communications.
Lambie-Nairn said: 'My vision is to develop every expression of the ntl
brand so it achieves recognition for excellence in all that it does,
from the way potential customers first hear about the company, to the
installation of the services and on-going customer service.'