NEWS: Teletext to review business

Foote Cone Belding and Optimedia face a fight to retain their joint custody of the pounds 4 million Teletext account.

Foote Cone Belding and Optimedia face a fight to retain their joint

custody of the pounds 4 million Teletext account.



The on-screen news and information service on ITV and Channel 4, is

briefing the incumbents and other shops this week with a view to

finalising its arrangements by the beginning of next month.



Joining the battle for the business are St Luke’s, which will pitch

alongside Manning Gottlieb Media, and Bates Dorland in alliance with

Zenith Media.



Gary Bean, Teletext’s marketing manager, said: ‘This is very much a case

of checking the market before we finalise our plans for 1997.’



Teletext, which is operated by Associated Newspapers, relaunched itself

at the beginning of the year with a national TV and press campaign under

the theme ‘Teletext - the information channel’.



The initiative was spearheaded by an innovative commercial which, for

the first time, featured a computer-generated talking head.



The relaunch came after research showed that audience awareness of the

Teletext service and where it can be found was below expectations.



Chris Rendel, FCB’s managing director, played down the significance of

the review and said the agency was already working on plans for future

advertising.



‘Teletext is looking for the best value and the best ideas, which is

sensible practice for a cost-conscious company. The work we have done

for Teletext has been very successful, we’re very proud of it and we

will do everything we can to ensure we continue with it,’ he said.



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