- Time Computers has handed its £30m advertising account to HHCL & Partners, in a move which sees the end of TV ads featuring Leonard Nimoy, Star Trek's Mr Spock.
HHCL pitched against BMP DDB and Bartle Bogle Hegarty to secure the account. Incumbent BDH TBWA, which was reappointed to the business two years ago, was not invited to repitch.
The deal comes as Time launches two projects: a new retail format, Time Talk, which will sell mobile phones, and an internet site called powastore.com.
Time's marketing director Mike Phillipson said 90 Time Talk stores would be open by Christmas, with potential for a European roll-out for both the stores and the site.
Phillipson joined Time two weeks ago from First Direct, where he was head of brand communications. He reports to chief executive Tariq Mohammed, who was previously responsible for marketing.
"We looked at a number of great agencies, but it was the strength of HHCL's work on Iceland and the AA which won the day," said Phillipson.
HHCL chief executive Robin Azis added: "This is fantastic news. Not only is Time a great brand story, but, like Go, it gives us the opportunity to demonstrate our internet and retail capability in one. He said there would be a total creative revamp, with new ads breaking at Christmas.
Time, owned by Burnley-based Granville technology group is the UK's biggest mail order PC company and has an annual turnover of £100m.
CIA Media Solutions, based in Manchester, buys Time's media and will not to be affected by the changes.