wins Cable & Wireless global task

LONDON - Cable & Wireless, the global telecoms group, has named and its interactive marketing division, i-traffic, as its lead agencies for all interactive services. and i-traffic have been handed the multimillion-pound global account after a pitch thought to have involved at least two other

interactive agencies. They will provide C&W with

design, interactive planning, technical coding, web development, marketing and strategic digital consultancy around the world.

The agencies will concentrate initially on the UK and US but are expected to branch out to other regions.

I-traffic is already drawing up strategic plans.

Working with McCann-Erickson and Carat, Agency. com and i-traffic first task will be to focus on generating awareness of C&W's business-to-business services and to assist online customer acquisition and retention.

"'s specialist e-business builder skills and i-traffic's interactive marketing experience offered us ideal support for our interactive activities," John Worne, the director of brand and global campaigns at C&W, said. "This agreement continues our policy of working in partnership with 'best-of-breed' agencies to deliver integrated online and offline campaigns across our global markets."

Working with C&W's own e-Enablement team, i-traffic and will profile online offerings for customers, such as distance learning, online registration sites and streaming media.

John Thew, the client partner at responsible for C&W, said: "We aim to make it the interactive leader in its market sector and to demonstrate a results-driven return on its investment."