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
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
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