Merged cable giant picks HHCL to kick off advertising blitz

HHCL and Partners has emerged as the surprise agency choice to handle the launch advertising for the pounds 5 billion Cable and Wireless Communications cable giant, scheduled for May.

HHCL and Partners has emerged as the surprise agency choice to

handle the launch advertising for the pounds 5 billion Cable and

Wireless Communications cable giant, scheduled for May.



The agency has been appointed, alongside its media strategy affiliate,

Michaelides and Bednash, by the company’s acting marketing director,

Simon Esberger. However, Esberger is understood not to want the

permanent marketing director’s job, and is considering his available

options both within CWC and externally.



CWC is the product of the merger of Mercury Communications, Nynex

Cablecomms, Bell Cablemedia and Videotron under the Cable and Wireless

umbrella. With the Mercury name set to disappear, HHCL’s grip on what

was a flagship account had appeared shaky.



It appears HHCL has been appointed for the launch project alone.

Esberger is a strong supporter of the agency, and defended HHCL

vigorously when the ’world of Oliver and Claire’ campaign came under

attack last year.



He was unavailable for comment as Campaign went to press.



Rupert Howell, the HHCL managing partner, said: ’This is a significant

marketing challenge and one of the most important launches of the year.’



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