Miles Calcraft scoops BT internet task

Syntegra, the British Telecom-owned internet and e-commerce consultancy, has appointed Miles Calcraft Briginshaw Duffy to create a global branding campaign.

Syntegra, the British Telecom-owned internet and e-commerce

consultancy, has appointed Miles Calcraft Briginshaw Duffy to create a

global branding campaign.



The agency picked up the business, expected to be worth between pounds 7

million and pounds 10 million, without a pitch.



It will now devise a campaign to position Syntegra as a competitor to

KPMG, Anderson Consulting and PricewaterhouseCoopers.



The campaign will take the brand on to TV for the first time since its

launch in 1993 and will run in the UK, Europe and the US.



Barry Murphy, Syntegra’s head of market communications, said: ’Today we

have 5,000 staff making e-business a reality for customers in Europe,

the USA and Asia. What we deliver is complex and we are looking to Miles

Calcraft to find ways of making our message to the market clear,

distinct and compelling.



’We have a simple objective: to be recognised as the business that

creates winners in the digital economy.’



Syntegra is involved in a wide range of consultancy work, including

corporate and technology strategy and communications and systems

integration across the service, manufacturing and communications

industries.



’Syntegra has ambitious growth plans,’ Gwen Ventis, the managing

director of Syntegra, said. ’Miles Calcraft describe themselves as a

grown-up start-up business and that is exactly what we are looking

for.’



Jeremy Miles, the agency’s chief executive, worked as the BT board

account director at Abbott Mead Vickers BBDO before starting up his own

agency in May last year.