Publicis has won the multi-million pound assignment to transform
Chello, the high-speed internet access service, into a global player -
19 months after parting com-pany with one of its rivals.
Internet industry sources say pounds 30 million has been set aside to
support the expansion of the brand, which fills the gap in the Publicis
portfolio left by the loss of Yahoo!’s pan-European account in October
Owned by the Holland-based UPC, Europe’s second- largest cable operator
in which Microsoft has a 7.8 per cent stake, Chello claims to offer a
fast and easy-to-use broadband internet service.
Now it is looking to Publicis to help spearhead its expansion out of its
Dutch heartland into Belgium, France, Norway, Sweden and Austria, where
it has more than 120,000 subscribers. The company recently launched in
Australia and has plans to move into Latin America.
The Publicis office in London, which will produce and co-ordinate all
creative work, is assembling a core team of advertising, direct
marketing and internet specialists to work in co-operation with Media
Insight, which retains the media buying account it won last year.
Publicis was responsible for the ’Do you Yahoo?’ campaign and Grant
Duncan, the agency’s managing director, said: ’Yahoo! was our stepping
stone into the area.’
The appointment of Publicis builds on the relationship with Chello first
established in Holland by BMB, the Publicis-owned DM and sales promotion
Iain Osborne, Chello’s managing director of marketing and
communications, cited Publicis’ understanding of the balance between
brand advertising and subscriber acquisitions and its expertise in
online media and database marketing as the reason for the
Duncan said: ’A lot of internet companies are just smoke and mirrors but
Chello is a tangible operation with real customers and a real market. In
an uncertain dotcoms world, that’s very satisfying.’
The assignment does not affect UPC’s hiring of Delaney Lund Knox Warren
& Partners and the media agency BJK&E last year to handle its