Scoot, the internet and telephone information service formerly
known as Free-pages, has appointed BMP DDB and BMP Optimum to handle its
full-service account following a competitive pitch.
BMP won the business after a three-way presentation against Lowe
Howard-Spink and HHCL & Partners. The account was previously handled by
the design agency, Wolff Olins, which worked alongside the international
copywriting company, World Writers, after being appointed to mastermind
the relaunch of Freepages as Scoot in October last year. Carat handled
the media buying.
The review was called just nine months after the relaunch and only two
weeks after the arrival of Richard Thackray as Scoot’s marketing
Scoot declined to reveal its budget, but the company is expected to
undergo another relaunch and spend more than last year’s pounds 3
BMP will work on creative, planning and buying for the account. Scoot
describes itself as ’an interactive information service giving
up-to-date information on businesses, services and cinemas in the UK, 24
hours a day, 365 days a year.’ Its main rival is Yellow Pages and its
Yell online subsidiary.
Despite heavyweight television exposure and some interesting media
initiatives, the Scoot brand name has not taken hold in the UK. The
company’s new emphasis on planning and the appointment of BMP indicates
that it wants a more effective advertising campaign.
The relaunch campaign created by Wolff Olins and World Writers aimed to
take an irreverent approach. One of the three 30-second TV ads featured
a girl on a spacehopper bouncing towards the camera before suddenly
disappearing from view as a farting noise is heard.