Pounds 10m Primus Telecom account goes to Carat

Carat has scooped the media planning and buying business for Primus Telecom after a two-way shoot-out for the UK account, which is expected to be worth more than pounds 10 million in the next 12 months.

Carat has scooped the media planning and buying business for Primus

Telecom after a two-way shoot-out for the UK account, which is expected

to be worth more than pounds 10 million in the next 12 months.



Primus, which operates a discounted international telephone calls

service, has been using MBS Media for its media business, spending

around pounds 2 million with the agency last year.



However, Primus is now embarking on an expansion drive for its service

and has decided to put its media buying and strategy under the

spotlight.



Carat pitched against MBS last month and was handed the business with

immediate effect. The account will draw on the resources of Carat

London, Carat Business and Carat Direct, which were all involved in the

pitch.



Kishor Patel, the managing director of Primus UK, said he had selected

Carat ’because of their ability to pull together all aspects of

marketing for Primus under one umbrella. They demonstrated a clear

understanding of our business and we believe that their strategic input,

coupled with superb research and planning tools, will help Primus grow

to the next stage of our development.’ Patel added that advertising

budgets could rise as high as pounds 20 million next year.



The appointment coincides with the launch of a new service from the

telecoms company. Primus’s Planet Talk offers guarantees to deliver the

lowest international call rates or pledges to refund customers’ money if

they find a cheaper telecoms supplier.



Carat has already begun work on a multi-media campaign for Primus across

television, direct mail, national press and consumer and business

magazines.



Colin Mills, the managing director of Carat London, said: ’Our ability

to win this account was due almost entirely to the strength of our

network and expertise management.’



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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).