McCanns awarded £8m task for Powernet Telecom.

– McCann-Erickson UK's Manchester office has picked up the £8 million launch task for internet and telecoms firm Powernet Telecom.

– McCann-Erickson UK's Manchester office has picked up the £8 million launch task for internet and telecoms firm Powernet Telecom.

The agency will be responsible for producing a branding campaign spanning TV, radio and press which aims to make the company a top five UK internet service provider within the next twelve months.

It will also handle advertising for Powernet's free internet access product, totalserve.net. The first level of the campaign is expected to break in March next year with media buying handled by Universal.

The agency was appointed by Powernet marketing manager Shaun Charity after a pitch against Poulter Partners, GCP, Huet and Cahoots.

Charity said: "McCann demonstrated real vision and insight into our sector and business and a clear understanding of the communications need, coupled with an excellent creative approach. We believe their strategy will deliver real dividends."

Powernet Telecom, which has seen its valuation rise from over £2 million at the beginning of the year to well over £300 million, is to float in the next 18 months as part of its plans for European expansion.

Its aim is to improve the reliability of the internet according to the company's chief executive Ian Carey. "When you pick up a telephone and dial a number you know it is going to work and apart from human error you will get through to the person you want to speak to. Our vision is very striaghtforward. We want to bring that level of reliability to the internet dial up market," he said.



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