Walker Media is behind an estimated pounds 8 million advertising
drive for Freeserve.
The multimedia push will be the biggest brand campaign since the launch
of the UK’s largest internet service provider two years ago.
The media agency has bought national television and radio spots, press
space and poster sites.
Phil Georgiadis and Steve Anderson, managing partners at Walker Media,
are heading the account.
Freeserve has also commissioned the below-the-line agency Clever Media
to create a new corporate identity for the company.
M&C Saatchi’s planning director Richard Storey planned the campaign,
which kicks off on 17 April.
Neil Sansom, marketing director of Freeserve, commented: ’This
evolutionary campaign will strengthen the perception of Freeserve as the
destination portal of choice. At the same time, it will also maintain
our expanding access propositions and platforms.
’We believe this campaign will illustrate the size and scale that
Freeserve now has in the UK market.’
Freeserve was launched in September 1998 as part of Dixons, the consumer
electronics retailer. On 2 January, the ISP had 1.7 million registered
The company announced last week that it is to take on rivals AltaVista
and LineOne by offering customers, who access the net though BT lines,
unmetered access at off-peak times for pounds 6.99 per month. The deal
will take effect from May.
The ISP’s new address is www.freeserve.com.