Miles Calcraft Briginshaw Duffy has won a multi-million pound brief
to launch Breathe, the internet service provider, without a formal
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
Breathe, which is owned by the Martin Dawes network, provides a range of
communications services in a single package, known as a convergent
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.