GGT beats Lowes to Telewest’s pounds 10m

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 Howard-Spink.

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

Howard-Spink.



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

ago.



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

possible homes.



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.



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