AlS breaks with Open after just five months

Archibald Ingall Stretton has split with Open, the interactive television service, after handling the business for just five months.

Archibald Ingall Stretton has split with Open, the interactive

television service, after handling the business for just five

months.



The break-up leaves Open without a direct marketing agency in one of its

most active periods, in the run-up to its planned launch on 1

October.



A variety of launch work by the agency has already run, including press

ads in Sky’s Skyview magazine, as well as direct mail campaigns.

Below-the-line work is running in support of Ogilvy & Mather’s

advertising campaign to establish the brand, and to target Sky’s

million-plus digital customers.



Stuart Archibald, a managing partner of AIS, said: ’We really got on

with Nick (Mercer, Open’s marketing director) and the team at Open. We

believe they have a fantastic service to offer. However, their

requirements didn’t meet ours.’



Mercer confirmed that the relationship would come to an end on the

expiry of AIS’s contract at the end of the calendar year, but played

down its significance.



He said: ’We appointed AIS at the beginning of the year on a launch

project. We have now agreed, post-launch, that our requirements are very

different and will be looking for a post-launch agency.’



At the time of AIS’s appointment, Mercer stated that the agency had been

taken on as a ’strategic direct marketing partner’ (Campaign, 9

April).



Mercer added: ’We are looking at a whole range of things, and have much

broader requirements from sales promotion to building relationships

through the use of direct mail.’



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