CKMP wins CableTel task worth pounds 3m on subscriptions drive

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.

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

Carat.



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

Communications.



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.’



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