Scholz & Friends to take major creative role on C&W roster

The Scholz & Friends agency in London has landed a place on the roster of Cable & Wireless.

The Scholz & Friends agency in London has landed a place on the

roster of Cable & Wireless.



It has been named as lead creative shop by the group’s new global

businesses division with a brief to promote the range and quality of its

offering to company chiefs across Europe. Media planning and buying will

be handled by Carat.



The creative assignment to Scholz - which will be backed by an initial

budget of pounds 5 million - follows the agency’s successful pitch for

the Cable & Wireless Europe account four months ago.



The division, established earlier this year, is Cable & Wireless’s

response to global alliances formed by major international players such

as BT and AT&T to meet the demands of multinational corporations for

far-reaching and reliable global communications networks.



With interests ranging from submarine cables to voice and data systems

and global calling cards, its aim is to fulfil the growing needs of

international companies for a ’one-stop shop’ in what is currently a

fragmented global communications market.



Mark Davis, the communications director of the global business unit,

said: ’The task we’ve set Scholz is to light the blue touch paper. It’s

vital potential customers know who we are and what we do.’



He added: ’I felt the agency was best placed to help me be an agent of

change. We have to show we have the reach, network reliability and

customer responsiveness necessary for the global arena.’



The agency’s first work - which ’will be about making much more of the

assets we have,’ according to Davis - is due to break in the European

business press and on posters next week.



Kate Robertson, who set up the Scholz agency in the UK last year, said:

’We’ve shown we can handle these incredibly complex communication

tasks.’



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