Mustoe Merriman wins above-the-line work for LineOne

Mustoe Merriman Herring Levy has scooped the above-the-line advertising account for LineOne, the Internet service joint venture between BT and News International.

Mustoe Merriman Herring Levy has scooped the above-the-line

advertising account for LineOne, the Internet service joint venture

between BT and News International.



The agency will take charge of a first-year budget of pounds 5 million

set by David Lethbridge, the marketing director of LineOne, after

triumphing in a four-way pitch against DMB&B, Bates Dorland and the

McWilliams Partnership.



The subscription-based service, which includes online editions of News

International titles and Sky channels, as well as entertainment and

transactional services, has set clear performance targets for the new

agency as it bids to drive up subscriptions.



Nick Mustoe, the chief executive of Mustoes, said: ’LineOne is a great

product and BT and News International are powerful brands. We’ve been

set demanding subscription targets and are determined to achieve

them.’



The initial feature of the launch campaign in April by Lowe Direct was a

promotion putting the Sunday Times’s popular Rich List supplement on

CD-Rom.



LineOne is now aiming to increase the number of subscribers from just

under 15,000 by promoting its speedy service and content.



Lethbridge said: ’Since the launch we have improved LineOne’s service

and we are aiming to show how relevant it is to people. We haven’t

determined exactly what media we are going to use, but we will be going

into print.’



Media buying for the campaign, expected at the end of August, will

continue to be handled by Zenith Media.



Mustoes is also tipped to land the pounds 1.5 million Cabletel account,

although no-one at the agency or the client was available to confirm

this.



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