J. Walter Thompson has been appointed to create an advertising campaign
for the local cable operator, General Cable, on the back of its current
pounds 12 million work for the national Cable Communications
Association, which it helped to launch last week.
General Cable, which owns two regional cable companies operating in
Yorkshire, Berkshire and parts of outer London, is one of nine operators
taking part in the CCA campaign.
JWT’s brief is to adapt the national campaign for a local drive. A
pounds 500,000 campaign will run from May to September in the regions
where General Cable operates. It will involve radio, cinema, poster and
local press work, as well as PR activity.
JWT’s managing director, Stephen Carter, said: ‘Working with the CCA on
the creation of this new brand has given us a unique understanding of
the complexities of the market. We are delighted to have been given the
opportunity to demonstrate that understanding on a local level.’
Peter Appleby, General Cable’s director of business development, said:
‘Cable will get a boost with the national initiative and it’s very
important to build on this by extending the national campaign into our