DLKW Dialogue won the business after a pitch against Banc, WWAV Rapp Collins and Target NMI. It is the first client that it has won independently; until now it has relied on business referred on by DLKW.
The work will be the first major advertising push that Boltblue has undertaken since launching in January 2000 and will involve a mixture of press, direct marketing and new-media executions.
Boltblue, which has more than six million registered users, creates value-added services for the mobile market such as picture messages, ringtones, logos and SMS alerts for subjects including sport, news and entertainment.
It is also an internet service provider and offers SMS and marketing opportunities for brands to its user base.
"Boltblue is looking to take the business to the next stage. It has built a strong user base and now needs to do more to build the brand," Simon Andrews, the managing director of DLKW Dialogue, said.
A low-level advertising presence is expected to be launched by the end of the year, with the first major push planned for the first quarter of 2003.
The advertising push follows last month's appointment by Boltblue of Rob Worthington as its senior brand manager.