Bell Cablemedia has appointed the start-up agency, Bean Andrews Norways
Cramphorn, to the pounds 12 million through-the-line task of overhauling
its brand and masterminding all communications for the Canadian-owned
Traditional advertising is expected to account for about pounds 2
million of the total. All aspects of communications, from brand
development through to sales techniques will come under scrutiny,
including a possible name change to Oneline.
Bell, which is Britain’s third-largest cable company, is anxious to rid
itself of the negative image all cable companies acquired during their
installation phase, when they were associated with digging up roads.
Robert Bean, a co-founder of BANC, said Bell was the perfect win, and
would allow the agency to help interpret the brand: ‘The client will
always be the custodian of the brand, our function is to be the
custodians of brand expression.’
Earlier this year, Davies Little Cowley was appointed to create a
campaign for Bell. But BANC will be responsible for all communications,
although Davies Little has been kept for some projects.