Flextech and ntl offer cable advertisers one-stop shop

Advertisers will be able to book a campaign across the entire cable

industry with just one call for the first time, following ntl's

appointment of Flextech sales to handle advertising across its digital

interactive, electronic programme guide, internet and broadband cable


This is a significant step for the cable industry, which has been

criticised for not fulfilling its potential as a cohesive and

competitive force against major rivals such as Sky. It is hoped the move

will help to propel the use of interactive services among consumers as

advertisers become more adept at targeting audiences.

Stephen Carter, the managing director of ntl, said: 'This is another

example of ntl and Telewest working together following the success of

Front Row. Cable now offers an easy-to-access, unified platform for

advertisers to target.'

Mark Luiz, the chief executive of Flextech, added: 'It's a coup for the

Flextech ad sales division to be able to sell ntl, with its strong brand

and its powerful consumer base.'

In a separate move, ntl is attempting to improve its branding with the

appointment of the branding guru Martin Lambie-Nairn as its creative


He will be responsible for the ntl brand from its on-screen branding to

its customer communications.

Lambie-Nairn said: 'My vision is to develop every expression of the ntl

brand so it achieves recognition for excellence in all that it does,

from the way potential customers first hear about the company, to the

installation of the services and on-going customer service.'

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