NEWS: General Cable opts to use CCA’s agency for a local initiative

J. Walter Thompson has been appointed to create an advertising campaign for the local cable operator, General Cable, on the back of its current pounds 12 million work for the national Cable Communications Association, which it helped to launch last week.

J. Walter Thompson has been appointed to create an advertising campaign

for the local cable operator, General Cable, on the back of its current

pounds 12 million work for the national Cable Communications

Association, which it helped to launch last week.



General Cable, which owns two regional cable companies operating in

Yorkshire, Berkshire and parts of outer London, is one of nine operators

taking part in the CCA campaign.



JWT’s brief is to adapt the national campaign for a local drive. A

pounds 500,000 campaign will run from May to September in the regions

where General Cable operates. It will involve radio, cinema, poster and

local press work, as well as PR activity.



JWT’s managing director, Stephen Carter, said: ‘Working with the CCA on

the creation of this new brand has given us a unique understanding of

the complexities of the market. We are delighted to have been given the

opportunity to demonstrate that understanding on a local level.’



Peter Appleby, General Cable’s director of business development, said:

‘Cable will get a boost with the national initiative and it’s very

important to build on this by extending the national campaign into our

local activity.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).