WWAV has been appointed to increase Freeserve's customer base of 2.4 million users. Freeserve previously used Clark McKay & Walpole for several projects but not on the scale of the drive that WWAV has been hired to work on.
The agency's brief is to bring in new customers while keeping existing customers loyal. It will use direct mail, inserts and door drops. Freeserve is also using WWAV's sister agencies Optima Direct, HLB, Zalpha and WWAV Rapp Collins Media for telemarketing, database activity, consultancy work and media respectively.
A part of WWAV's activity is expected to address the issue of lapsed customers or users who have defected to other ISPs. It will use the Freeserve database to identify these customers before launching direct activity to win them back.
WWAV's work will also back M&C Saatchi's ongoing television and press advertising for Freeserve's AnyTime internet access offer and Broadband product. It will support distribution of the service through Dixons stores across the UK.
Keith Hawkins, Freeserve's managing director, marketing, said: "We are pleased to have appointed WWAV as our direct marketing agency. Our direct marketing activity will play an essential part in communicating our brand values both to new and to existing customers."
Freeserve, launched in 1998 as part of Dixons Group, is a part of the European online company Wanadoo. Dixons remains a minority shareholder in Wanadoo, which has operations in European markets including France, The Netherlands and Spain.
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