Imagine Broadband Limited, the interactive and digital TV services
company that's 90 per cent owned by Accenture, is talking to a number of
agencies about its pounds 5 million global through-the-line account.
The UK-based company was formed in May 2000 by Accenture (formerly
Andersen Consulting) and is backed by AC Ventures and the UK cable
IBL plans to spend pounds 5 million initially - with more funds expected
to be allocated after the initial marketing drive.
IBL is looking for a full-service agency that can provide a
through-the-line approach by handling the company's communications and
supplying a consistent message. The agency will have to produce
advertising, brochures, branding services, website development and
material for recruiting events.
The company is considering making a decision as soon as this Friday - no
formal pitch process will be taking place.
The company's main focus will be on media relations, promotions and the
start of a branding programme to try and identify the company's
personality so it can emerge from under the shadow of Accenture.
IBL will push ahead with its branding, culture, media relations and
promotional material development before it appoints a sales and
marketing director, who will decide the advertising strategy.
IBL claims to be the first to take interactive broadband digital TV
services out of the development stages and into homes and is best known
for its 'video on demand' technology, available to cable
The technology is now being tested in trials with 35,000 customers in
the UK. Other services offered include interactive shopping and games,
web TV and e-mail access through TV.