Campbell Doyle Dye beats three to land AQA business

Campbell Doyle Dye has been appointed to handle the advertising for the recently launched consumer text service AQA, following a four-way pitch.

AQA, which stands for Any Questions Answered, was launched last year via PR activity. An advertising campaign, created by CDD, will go live in March and will urge customers to text any question to the number 63336.

Using a combination of database technology and a skilled research team, AQA pledges to supply an answer, crafted into 160 characters of text space, within minutes.

The campaign will initially comprise online, press and ambient activity as well as a book, which will be used to target both students and businesses.

However, the agency hopes that the work will transfer to television later in the year. The creative will be based on the catalogue of interesting answers the company has supplied to customers since its launch last year.

Caspar Thykier, the managing director of CDD, said: "It's rare that you get a truly breakthrough business idea that creates a totally new category. AQA comprises an infectious and entertaining information resource whether you're at home, at the pub or at work."

Now in its fourth year of business, CDD has a client list that includes Mercedes, Adnams, Merrydown Cider and Christian Aid. It also holds the global Macallam Whisky account.

At the US One Show last year, the agency was the second-most-awarded agency in the world. CDD also scored the second-most entries of any agency in the 2004 D&AD Annual.

Despite the fact that this week's Nielsen figures show a 16 per cent decline in billings, this is CDD's second year in the black and it is now independent of the holding company Omnicom. The company's 2004 figures are being audited and are expected to show profits of £365,000.

CDD has denied speculation that it is in talks with Omnicom with a view to selling.

- Leader, page 18.