Telewest, the country’s second largest cable company, has appointed
GGT to its entire pounds 10 million above- and below-the-line account,
after the agency won a final shoot-out for the business against Lowe
The victory is particularly sweet for GGT, which lost several of its top
direct marketing management to Lowes when it set up Lowe Direct a year
It also marks the first major appointment by a cable operator since the
Cable Communications Association’s marketing initiative foundered last
November (Campaign, 8 November 1996).
GGT is now set to spearhead a series of corporate campaigns to raise
awareness of Telewest and its services and to help push up
subscriptions, which are currently running at about one in three
Euro RSCG Wnek Gosper and Simons Palmer Clemmow Johnson also made
presentations for the business but did not make it through to the final
round. Dolphin has been handling corporate campaigns for the TCI-owned
company while the review was in progress.
Grant Duncan, the managing director of GGT, ran the pitch, which was
conducted in conjunction with Mike Cornwell, the managing director of
GGT Direct. The business will be handled by a single team drawn from
both agencies. About 40 per cent of the budget is likely to be spent
above the line initially.
Duncan called the win ’a real reward for GGT’s energy and hard work over
the last year’, and said a branded campaign for Telewest would be
launched in the spring.
Media is unaffected by the review and will remain with Media Insights.