NEWS: Motive secures Bell Cablemedia client for pounds 2m push in UK

Motive, the media dependant of Bartle Bogle Hegarty, has snapped up the pounds 2 million media account of Bell Cablemedia five months after the creative was awarded to the start-up agency, Bean Andrews Norways Cramphorn.

Motive, the media dependant of Bartle Bogle Hegarty, has snapped up the

pounds 2 million media account of Bell Cablemedia five months after the

creative was awarded to the start-up agency, Bean Andrews Norways

Cramphorn.



Motive was appointed without a pitch and will work with BANC to overhaul

the Canadian-owned cable group’s brand and help it shed the negative

image that many cable companies acquired during their installation

phase.



The total through-the-line spend earmarked for the revamp is pounds 12

million, although the spend above the line is likely to be about pounds

2 million.



Bell Cablemedia’s communications, from brand development to sales

techniques, will come under the spotlight, and it may change its name to

Oneline.



Motive will help the UK’s third largest cable company build a coherent

national brand using localised media.



A short-term campaign began this week in all areas where Bell Cablemedia

has a franchise. Motive is working on long-term media strategies and the

brand-building will use all media except for television and national

print.



Earlier this year, Davies Little Cowley was appointed to create a

campaign for Bell Cablemedia. BANC will be responsible for all

communications although Davies Little has been retained to work on

certain projects.



Mark Cranmer, the managing director at Motive, confirmed the

appointment.