Foote Cone Belding and Optimedia face a fight to retain their joint
custody of the pounds 4 million Teletext account.
The on-screen news and information service on ITV and Channel 4, is
briefing the incumbents and other shops this week with a view to
finalising its arrangements by the beginning of next month.
Joining the battle for the business are St Luke’s, which will pitch
alongside Manning Gottlieb Media, and Bates Dorland in alliance with
Gary Bean, Teletext’s marketing manager, said: ‘This is very much a case
of checking the market before we finalise our plans for 1997.’
Teletext, which is operated by Associated Newspapers, relaunched itself
at the beginning of the year with a national TV and press campaign under
the theme ‘Teletext - the information channel’.
The initiative was spearheaded by an innovative commercial which, for
the first time, featured a computer-generated talking head.
The relaunch came after research showed that audience awareness of the
Teletext service and where it can be found was below expectations.
Chris Rendel, FCB’s managing director, played down the significance of
the review and said the agency was already working on plans for future
‘Teletext is looking for the best value and the best ideas, which is
sensible practice for a cost-conscious company. The work we have done
for Teletext has been very successful, we’re very proud of it and we
will do everything we can to ensure we continue with it,’ he said.