AKQA designs online banner ads for C&W

Cable & Wireless Communications is advertising on the internet for the first time with a series of banner ads to run on digital titles. It is supporting the online ads with a direct mailing to all of its existing customers.

Cable & Wireless Communications is advertising on the internet for

the first time with a series of banner ads to run on digital titles. It

is supporting the online ads with a direct mailing to all of its

existing customers.



The online ads, by the new-media specialist AKQA, are designed to

promote C&W’s web commerce solutions to small and medium-sized

businesses. They will run on sites such as the Financial Times, the

Times, Electronic Telegraph, the Economist, the Microsoft Network,

Hotmail and Yahoo!.



The first of two initial executions encourages businesses to ’Build a

shop that never shuts’ while the other informs that ’It costs less to

grow your business electronically’. Further executions are planned. As

well as creating the ads, AKQA will also handle the media planning and

buying.



The direct mailing, through Black Cat Direct, will go out next week to

10,000 existing and prospective C&W customers. Press advertising will

run in both trade and consumer publications.



Response is to be driven through the Cable & Wireless website and a

FreeCall phone number/coupon for traditional media.



Simon Jefferson, the account director on C&W at AKQA, said: ’We are

going to monitor both the online and integrated campaigns’ impact and

will change the executions accordingly. Because the ads have been

purpose-built for this media, the online work will be driving forward

the other communications.’



Marcus Gaskell, marketing consultant at C&W, said: ’The objective of our

campaign is to clearly communicate that web commerce can open up an

entirely new channel to a global market which is open 24 hours a day,

seven days a week.’



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