HHCL & Partners wins U..BL.- By FRANCESCA NEWLAND

UCompany, has hired HHCL & Partners to its creative account as it moves into its next phase of expansion.

UCompany, has hired HHCL & Partners to its creative account as it moves

into its next phase of expansion.



Roger Hall, Uto spend between pounds 15 million and pounds 20 million on marketing

over the next 18 months but would not disclose the proportion allocated

to above-the-line advertising.



The company launched on Sky Digital in July 1999 and has two offers:

Ua pay-per-view service.



HHCL won the business following a two-way pitch against an unnamed

agency. B’lowfish developed a campaign for the company last year and CIA

Medianetwork secured the media planning and buying account at the end of

last year.



HHCL’s first campaign is a tactical drive. A pig eating out of a plastic

bucket is used to encourage consumers to turn to channel 800 on Sky

Digital.



The agency’s first branding work will break early in the summer.



Hall said: ’The development of digital TV creates opportunities for new

brands to take a fresh approach. Uon all available digital platforms and therefore needs to build a brand

that can achieve a distinctive position in the market.’



Although reluctant to go into details of the brand’s positioning, Hall

hinted that the company’s independence would be a core feature. Part of

HHCL’s brief is to support the company’s expansion in terms of

distribution and programming.



USeptember, broadcasts UEFA Cup football and has recently acquired the

exclusive rights to televise three one-day cricket internationals.



The company recently announced a tie-up with Yes Television which will