Publicis and Joshua appointed to £4.5m Tele2 phone launch

The Post Office has appointed its roster agencies, Publicis and

Joshua, to handle the £4.5 million launch campaign for its new

fixed-line telephone service, Tele2.

The appointment follows the Post Office's decision to extend its

partnership with Tele2, a Swedish telecommunications company, after

successfully launching a range of phone cards in conjunction with the

outfit last October.

Media planning and buying for the Tele2 launch has been awarded to

MediaVest, which already supports Tele2's broadband internet services in

the UK. Media-Vest picked up Tele2's pan-European planning and buying

business two years ago.

The incumbent, Carat, is currently defending the Post Office's media

account as part of a statutory review by Consignia. A Post Office

spokeswoman insisted that there was no pitch for the Tele2 media


The new, fixed-line phone service, which began rolling out across the

country in November, represents the Post Office's first foray into

telecoms since it was divested of British Telecom in 1981. Tele2 offers

low-cost, "pay-as-you-go" home phone services and will be a direct

competitor to BT. Customers will be able to top up their pre-paid Tele2

credit balance via the Post Office or by standing order.

Tele2 already operates fixed-line phone services in every European

country other than the UK. The company, which was formed in 1993, also

offers mobile phone services to about 14 million customers in 21

countries, via brands such as Tango and Comviq.

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