Grey Direct has won the direct marketing task for the multi-million
pound launch of Cable & Wireless Comm-unications’ Global Card Services
in the week that the cable company lost its second marketing director in
Helen Burt has resigned from C&W ’for personal reasons’, and it is not
clear if she has another job to go to. Her resignation comes as the
media and direct marketing strands of the pounds 100 million campaign
are being reviewed, though C&W has stressed the process will not be
A statement from C&W explained that a majority of its marketing during
the coming financial year will shift away from branding and towards
’specific service and package propositions’.
Burt replaced Ruth Blakemore, who left last July and emerged later at
the Bradford & Bingley Building Society. C&W has not confirmed if a
replacement for Burt has been found.
Grey Direct’s win, which came after a three-way pitch, is an additional
part of business to the main direct marketing task. The agency’s London
office will handle the Global Card Services launch on a worldwide
The other two agencies involved in the pitch were OgilvyOne and the US
outfit, Barry Blau.
The main direct marketing task under review was previously held by Craik
Jones Watson Mitchell Voelkel, which had to resign it when the Abbot
Mead Vickers group bought the agency, resulting in a clash between C&W
and AMV’s flagship account, BT. A pitch is being fought out between
Evans Hunt Scott, WWAV Rapp Collins, Tullo Marshall Warren and Grey
The first of C&W’s reviews, announced in January, was for the media
planning and buying. The shortlist for this account comprises BBJ Media
Services, MindShare, MediaVest and the incumbents, Michaelides & Bednash
and the Media Business. A week later, the direct marketing review was
Rapier, C&W’s above-the-line agency, remains unaffected.