BBJ Media Services has emerged triumphant in the four-way pitch for
Cable & Wireless Communications’ media planning and buying account.
BBJ pitched for the business against MindShare, MediaVest and the
incumbent, 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
BBJ will take on the media planning and buying account after being
confirmed as the winning agency on Tuesday. The Media Business’s
contract expires in July.
Roy Payne, the head of corporate communications for C&W, said BBJ
offered ’the most professional and creative set of solutions and showed
great imagination and insight into our business’.
Jerry Buhlmann, the managing director of BBJ, said: ’C&W has enormous
vision and potential and we are extremely motivated by the prospect of
contributing to its continued success.’
BBJ takes on an account worth somewhat less than the promised pounds 50
million which C&W was reported to be putting behind its launch last
year. But suggestions that it could be as low as pounds 10 million have
In the event, C&W spent around pounds 30 million to advertise the birth
of the company, born 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 Integrated, 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 it into a household name.’