Starcom Motive has grabbed the pounds 15 million UK media account
for the free internet service provider Liberty Surf after a pitch
against MediaCom TMB and New PHD.
Liberty Surf, which was formed in April 1999, appointed WCRS to its
creative account last month.
The company is the largest internet service provider in France and
boasts operations in Germany, Spain, The Netherlands, Sweden, Norway and
Liberty Surf, which is backed by the LVMH chairman, Bernard Arnault, and
Kingfisher, the UK retail group, moved into the UK internet market when
it paid pounds 40 million to acquire the X-Stream network in March.
X-Stream, which was the UK’s first free internet service provider, has
been rebranded as Liberty Surf UK.
Paul Shalet, Liberty Surf’s commercial director, said: ’We chose Starcom
because it offered an in-depth understanding of the challenges facing
Starcom is co-ordinating a multimedia campaign that kicks off this week
with the pounds 5 million launch of the service via a national press and
radio campaign. A national TV campaign will follow in June.
’It’s great to be able to work with a leading player who has a track
record of success and who is committed to building the Liberty Surf
brand in the UK,’ Steve Clark, Starcom’s group director, said.