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’
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.