NEWS: Thomson goes with national posters to push its directories

Thomson Directories has turned to national poster advertising to compete against Yellow Pages with a new campaign theme: ‘The answer comes out of the blue.’

Thomson Directories has turned to national poster advertising to

compete against Yellow Pages with a new campaign theme: ‘The answer

comes out of the blue.’



The slogan, unveiled in an initial burst on London’s Capital Radio, will

also be the basis of a national radio and 48-sheet poster initiative

backed by a pounds 1.6 million budget and due to break in five weeks’

time.



The advertising is the first to be produced by the Barnett Williams

Partnership, the small London agency that took over the account from

D’Arcy Masius Benton and Bowles (Campaign, 19 January) and marks the

start of what is claimed to be a new long-term branding campaign. Media

buying remains with the Media Shop.



The ads intend to give Thomson Directories a clear identity. By linking

the directories with their familiar blue covers, the company hopes to

bring their use more into line with the US, where their popularity is

higher with consumers and advertisers.



Bob Barnett, BWP’s co-founder, said: ‘There’s lots of room for growth in

the directories market.’



Barnett co-wrote the campaign with Hamish McDonald. The art directors

were John Peters and Nigel Barrow.



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