Delaney Lund Knox Warren & Partners has won the pan-European ad
assignment for Priority Telecom, the cable telecommunications company
owned by UPC.
The agency won the business, which is estimated to be worth pounds 5
million, without a competitive pitch. It already works with UPC, for
which it handles corporate advertising across Europe.
BJK&E, Delaney Lund’s sister media agency, will handle the media
planning on the business. Buying will be run on a country-by-country
basis, beginning with Zenith in the Netherlands.
The agency’s task will be to launch the brand firstly in the Netherlands
and then in other key markets in Europe, which include France, Belgium,
Norway, Sweden and Austria.
The advertising will aim to position Priority Telecom as a challenger
brand as it sets out to woo consumers away from established telecom
suppliers in each market.
UPC also owns Cello, the high-speed internet access service, and
Priority Telecom will share the cables with Cello to supply phone
Greg Delaney, the chairman of Delaney Lund, said: ’UPC is at the front
end of convergence and Priority, along with Cello, is a key area within
that. It’s an incredibly dynamic company.’
UPC is also launching a heavyweight global advertising campaign to push
the Cello brand. It handed Publicis London the pounds 30 million
creative assignment last month, while Media Insight will handle media
buying (Campaign, 17 March).