- BBJ Media Services has emerged triumphant in the four-way pitch for Cable & Wireless Communications' media planning and buying account, expected to be worth around £30 million over the next 12 months.
BBJ pitched for the business against MindShare, MediaVest and the incumbents, the Media Business. C&W's incumbent strategic media agency, Michaelides & Bednash, withdrew from the pitch when it became clear that most of the spend would be ploughed into response-driven advertising.
BBJ will take on the full media planning and buying account with immediate effect after being confirmed as the winning agency on Tuesday.
According to C&W's head of corporate communications, Roy Payne, BBJ offered "the most professional and creative set of solutions and showed great imagination and insight into our business."
BBJ's managing director Jerry Buhlmann said that C&W "has enormous vision and potential and we are extremely motivated by the prospect of contributing to their continued success."
BBJ takes on an account worth somewhat less than the promised £50 million which C&W was reported to be ploughing behind its launch last year.
In the event C&W spent around £24 million to advertise the birth of the company, borne out of the merger of Bell Cablemedia, Mercury Communications, Nynex and Videotron last year. Ad budgets are now likely to be less than half that amount and direct response advertising, handled by Grey Direct, is expected to take precedence over above-the-line branding, handled by Rapier.
Steve Allan, the managing director of the Media Business, said he was disappointed to lose the CWC media account, but added: "I'm bloody proud of the work we've done to turn them into a household name."