Carlson scoops role as leading Telewest new-media agency

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,, 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

the environment."

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.

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