EDITORIAL: WCRS's 118 118 ads are doing their job

Now that the 192 Directory Enquiries Service is no more, confusion still reigns over the new 118 marketplace. Product differentiation between the services is almost impossible to gauge but it's one of the purest marketing scenarios in which to judge the saliency of advertising: all of the service providers are operating on a relatively level playing field. But WCRS's 118 118 campaign is the only one that's come close to the goal so far.