Rainey Kelly Campbell Roalfe has defeated M&C Saatchi in a two-way pitch
for the pounds 7 million launch of Ionica, the national digital
telephone network, set to rival BT when its national roll-out starts on
The account has been at BST-BDDP for the past 18 months, but has
switched agencies in time for a heavyweight branding campaign to support
the launch. Pattison Horswell Durden will hold on to the media account.
Robert Campbell, a creative partner at Rainey Kelly, promised: ‘We have
created a genuinely big idea, with a positioning that can be used above
and below the line.’
Ionica was granted a licence in February 1993, soon after the government
ended the telecommunications duopoly between BT and Mercury. It is a
digital network, aimed at households and small businesses, which offers
the benefits of fixed-line systems at a cheaper price.
Derek Laval, the director of business development at Ionica, said: ‘We
want to position Ionica as a major player in this enormous untapped
Campbell said the pitch had been held ‘at high speed’, and that the
agency’s idea was still being refined and researched. However, he hinted
that Ionica will focus on building a brand in its own right before
moving on to more aggressive, competitive marketing.
Since Mercury Communications has turned its attention to the business
market, BT will be Ionica’s main competitor in the domestic arena.
Ionica is expected to deliver prices 20 per cent lower than those of BT,
and to include services such as call-waiting as standard in its