CableTel, the UK’s third largest cable operator, has picked CKMP to
handle creative work on a pounds 3 million campaign to convince would-be
subscribers that it has more to offer than TV and telephones.
The former Integrator agency has been briefed to run a poster, regional
press and radio campaign beginning later this month in a bid to keep
CableTel’s name at the forefront in a rapidly consolidating market.
The business moves from Mustoe Merriman Herring Levy, which had been
working with the company on a project basis but was forced to split
because of conflict with LineOne, the internet service joint venture
between BT and News International. Media buying remains with TMD
The assignment renews the relationship between the agency and CableTel’s
marketing director, Michael Boyd, who worked with CKMP on a project when
he was a senior marketer at Lombard Motor Finance.
’Having worked with CKMP previously, I knew the calibre of its strategic
and creative thinking,’ Boyd said.
The initiative comes in the wake of the acquisition by CableTel’s NTL
parent of Comcast, the fourth largest cable operator, in a bid to become
a more potent rival to competitors such as Cable & Wireless
CableTel’s six regional networks encompass 2.2 million households and
more than 140,000 business customers although its territory - including
parts of Surrey, Hampshire, Bedfordshire, South Yorkshire and Glasgow
plus the whole of Northern Ireland - is fragmented.
Roger Parkyn, CKMP’s chairman, said: ’CableTel is a long-established
telecommunications player well placed to take advantage of developments
like the internet and digital broadcasting. Our task is to turn it into
a major brand.’