C&W rolls out latest phase of £40m campaign

- Cable & Wireless Communications is to roll out a new phase of consumer marketing through Grey Integrated, which picked up the £40 million below-the-line business last week.

- Cable & Wireless Communications is to roll out a new phase of consumer marketing through Grey Integrated, which picked up the £40 million below-the-line business last week.

A campaign using national press and radio, as well as more direct response-led media such as door-drops and inserts, will break on 1 May. "It will be a totally integrated campaign" said Fiona Godwin-Brown, the director of responsive marketing at Grey Integrated. "All the work will be responsive, seeking to make sales."

Grey Integrated picked up the lucrative account after a four-way pitch against WWAV Rapp Collins, Tullo Marshall Warren and Evans Hunt Scott. The agency has been working with Nynex, one of the four companies which combined to form Cable & Wireless, for four years.

"We've shown that we can take the existing brand values and deliver them in such a way that gets great response," said Godwin-Brown. The trademark yellow colour will again feature in the campaign, though Godwin-Brown says: "Yellow is not the only colour in the brand palette. We will be using yellow, but not to the exclusion of the others."

Gavin Wheeler, the consumer marketing manager at C&W, denied that Grey Integrated's appointment cast a shadow over Rapier, C&W's above-the-line agency, whose integrated credentials are close to Grey Integrated's heartland. He said: "We still see a role for Rapier, which will continue what it is doing. Grey Integrated's role is to make the phones ring in the telesales department; it will handle the tactical side of our communications."

Separately, Black Cat is said to have landed C&W's business communications below-the-line brief.



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