Carat has scooped the media planning and buying business for Primus
Telecom after a two-way shoot-out for the UK account, which is expected
to be worth more than pounds 10 million in the next 12 months.
Primus, which operates a discounted international telephone calls
service, has been using MBS Media for its media business, spending
around pounds 2 million with the agency last year.
However, Primus is now embarking on an expansion drive for its service
and has decided to put its media buying and strategy under the
spotlight.
Carat pitched against MBS last month and was handed the business with
immediate effect. The account will draw on the resources of Carat
London, Carat Business and Carat Direct, which were all involved in the
pitch.
Kishor Patel, the managing director of Primus UK, said he had selected
Carat ’because of their ability to pull together all aspects of
marketing for Primus under one umbrella. They demonstrated a clear
understanding of our business and we believe that their strategic input,
coupled with superb research and planning tools, will help Primus grow
to the next stage of our development.’ Patel added that advertising
budgets could rise as high as pounds 20 million next year.
The appointment coincides with the launch of a new service from the
telecoms company. Primus’s Planet Talk offers guarantees to deliver the
lowest international call rates or pledges to refund customers’ money if
they find a cheaper telecoms supplier.
Carat has already begun work on a multi-media campaign for Primus across
television, direct mail, national press and consumer and business
magazines.
Colin Mills, the managing director of Carat London, said: ’Our ability
to win this account was due almost entirely to the strength of our
network and expertise management.’
