C&W gives Grey Direct project as Burt leaves

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 eight months.

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

eight months.



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

affected.



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

basis.



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

Integrated.



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

announced.



Rapier, C&W’s above-the-line agency, remains unaffected.



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