NEWS: Teletext awards St Luke’s and MGM pounds 4m account

St Luke’s and Manning Gottlieb Media are poised to pick up the pounds 4 million task of helping to raise consumer awareness of the television news and information service, Teletext.

St Luke’s and Manning Gottlieb Media are poised to pick up the pounds 4

million task of helping to raise consumer awareness of the television

news and information service, Teletext.



Teletext, which is operated by Associated Newspapers, drew up an agency

shortlist last month consisting of its incumbent agency, Foote Cone

Belding, Bates Dorland and St Luke’s, which pitched in conjunction with

MGM.



These agencies are understood to have made creative, strategic and media

presentations over the past few weeks, from which Teletext chose two -

Dorlands, which pitched with Zenith Media, and St Luke’s/MGM - for a

final head-to-head.



No-one at St Luke’s or its media partner was available for comment as

Campaign went to press, and Teletext’s managing director, Peter Van

Gelder, declined to confirm which agencies had won the pitch. However,

industry sources said that both FCB and Dorlands had been told they had

been unsuccessful in the review.



Teletext was relaunched at the beginning of the year with a national

television and press campaign under the slogan: ‘Teletext - the

information channel.’ The ads featured a computer-generated talking

head.



However, Van Gelder is understood to be disappointed at the relatively

low public awareness of the service even after the advertising push.



Although customers are increasingly turning to Teletext for services

such as late flight bookings, few are aware of the full extent of the

service, which covers everything from weather to chatlines to regional

news.



Around 70 per cent of television sets can receive Teletext, which is

available on Channel 4 and ITV. Its main competitor is Ceefax, which is

carried on the BBC.



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