Four agencies reach C&W’s Euro shortlist for task

Cable & Wireless has shortlisted four agencies to compete for its multi-million pound pan-European through-the-line business.

Cable & Wireless has shortlisted four agencies to compete for its

multi-million pound pan-European through-the-line business.



Leo Burnett and Brann will pitch against the UK incumbents, Rapier and

Joshua, for the business. But the move does not threaten the two

incumbents, who would work alongside the agency appointed. The business

will run in six European countries.



Although Rapier normally handles the advertising and Joshua the direct

marketing, Rapier has been tightening its grip on below-the-line

projects recently.



The process is not a conventional pitch, as C&W has not set out a

specific brief to which the agencies can respond.



Instead, it has requested specific case studies, asking for advice on

its overall marketing strategy.



This includes making recommendations on media and domestic direct

marketing agencies, which has fuelled speculation that these will come

under scrutiny following the review.



The company has also requested advice on the best use of national and

regional press, doordrops, direct mail and inserts, European direct

marketing regulations and how to handle relationships with existing

domestic agencies.



A spokesperson for C&W confirmed that the presentations would go ahead,

and added that the core task will be to promote the telephony and data

services to SMEs.



C&W is said to be concerned that it has failed to brand its local cable

companies consistently enough to provide strong competition to the likes

of BT.



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