Saatchi & Saatchi has triumphed in a three-way creative pitch for
the pounds 30 million Telewest Communications account.
The appointment comes as the cable company prepares to launch a new
corporate brand later this year following its recent merger with
Flextech. The merger is intended to give Telewest access to stronger TV
Saatchis beat Rainey Kelly Campbell Roalfe/Y&R and Lowe Lintas &
Partners in a pitch that was handled through the AAR. The agency will
take on above- and below-the-line communications for Telewest.
The review came earlier this year in the run-up to Telewest’s launch of
digital TV and interactive services.
’Just as our interactive services are transforming the (use of) TV, we
are transforming our business,’ Philip Jansen, the group marketing
director at Telewest, said.
’The brand and advertising will reflect our ’customer first’ philosophy
and help put clear water between us and our competitors,’ he added.
The revamp is being overseen by Jansen, Chris Fry, director of marketing
communications at Telewest, and David Hobday, director of customer
The brand consultancy Wolff Olins has also been appointed to handle
brand design and identity. Media buying is through Media Insight.
’This win puts us at the forefront of the digital communications
revolution, creating the ideas that will transform and shape the world
in years to come,’ Tamara Ingram, Saatchis’ chief executive, said.
The previous incumbent, Claydon Heeley Barton Antenen, ran regional ads
and direct marketing campaigns in Telewest’s seven cable franchise
The three operators in the cable sector - Cable & Wireless, NTL, which
is currently negotiating a merger, and Telewest - have signed up 3.1
million households. This amounts to 25 per cent of the 12.3 million
homes capable of receiving cable services.