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.
