Telewest Communications has dropped Saatchi & Saatchi Vision as its
lead new-media agency and appointed Carlson to handle its new-media
The agency saw off stiff competition from seven other new-media agencies
for the account, including AKQA, Agency.com, mdigital, Pixel Park,
Foresight, 24/7 New Media as well as the Saatchis incumbent.
The broadcast and telecommunications company was looking for an agency
that would combine new-media creativity with customer relationship
Telewest's new-media offering includes its role as an internet service
provider and the supply of broadband internet and digital TV.
Jo Patterson, the campaign manager for blueyonder broadband internet at
Telewest, said: "We wanted an agency to bring together these businesses
so we can develop acquisition of new customers as well as retention of
our existing customer base. The agency had to demonstrate knowledge of
Speaking on the appointment of Carlson, Patterson added: "We were
impressed because it is predominantly a relationship marketing agency
but it has a digital arm. It demonstrated a strong track record of
meeting the needs of clients similar to us."
Chris Fry, the director of marketing communications for Telewest, said:
"We are trying a new area with new agencies."
Carlson took a place on Telewest's roster in June when it won the
company's customer-related marketing account.
Carlson will start work on the account immediately. It has been briefed
to produce a set of microsites and to develop e-CRM facilities.