Mustoe Merriman Herring Levy has scooped the above-the-line
advertising account for LineOne, the Internet service joint venture
between BT and News International.
The agency will take charge of a first-year budget of pounds 5 million
set by David Lethbridge, the marketing director of LineOne, after
triumphing in a four-way pitch against DMB&B, Bates Dorland and the
The subscription-based service, which includes online editions of News
International titles and Sky channels, as well as entertainment and
transactional services, has set clear performance targets for the new
agency as it bids to drive up subscriptions.
Nick Mustoe, the chief executive of Mustoes, said: ’LineOne is a great
product and BT and News International are powerful brands. We’ve been
set demanding subscription targets and are determined to achieve
The initial feature of the launch campaign in April by Lowe Direct was a
promotion putting the Sunday Times’s popular Rich List supplement on
LineOne is now aiming to increase the number of subscribers from just
under 15,000 by promoting its speedy service and content.
Lethbridge said: ’Since the launch we have improved LineOne’s service
and we are aiming to show how relevant it is to people. We haven’t
determined exactly what media we are going to use, but we will be going
Media buying for the campaign, expected at the end of August, will
continue to be handled by Zenith Media.
Mustoes is also tipped to land the pounds 1.5 million Cabletel account,
although no-one at the agency or the client was available to confirm