Claydon Heeley Jones Mason poised to pick up 3 direct brief

Claydon Heeley Jones Mason is expected to secure the direct marketing account for the mobile phone network 3 after a competitive pitch.

Although no formal appointment has been made, Claydon Heeley is the only agency left in the running after Catchpole & Friends, Hicklin Slade and Lida were eliminated. The review was conducted by the AAR.

3 has previously used direct marketing agencies on a project basis and relied predominantly on mobile marketing. However, it began talks with agencies last autumn (Campaign, 16 September) ahead of a formal pitch called in March.

3's UK advertising is handled by WCRS. The strategy has recently moved away from the Asian imagery used in its advertising last year.