Miles Calcraft wins Breathe ISP launch without a pitch

Miles Calcraft Briginshaw Duffy has won a multi-million pound brief to launch Breathe, the internet service provider, without a formal pitch.

Miles Calcraft Briginshaw Duffy has won a multi-million pound brief

to launch Breathe, the internet service provider, without a formal

pitch.



The win is the agency’s largest since it opened its doors for business

just ten weeks ago. Miles Calcraft will launch the brand across Europe,

beginning in the UK in the late autumn and rolling out across Europe

later in the year - starting in Germany and Holland.



The campaign, which will cover the business-to-business and consumer

markets, is expected to incorporate television, cinema and poster

advertising.



Breathe, which is owned by the Martin Dawes network, provides a range of

communications services in a single package, known as a convergent

solution.



One of the brand’s selling points is that users can receive information

through an existing mobile phone without being tied to a desk.



’The campaign will be simple and devoid of technical jargon,’ Shaun

Gardiner, marketing director at Breathe and a former marketing director

at Orange, said.



The win will involve a tie-in with CIA Medianetwork, which has picked up

the media buying and planning business. The two agencies are discussing

a way of using Conzept, CIA’s UK production facility, which has links

with all its European offices.



’Shaun has shown great faith in an agency that is still very young and

we intend to repay that confidence ten-fold. This win will change the

shape of the agency,’ Jeremy Miles, chairman at Miles Calcraft, said.



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