Saatchis nets Telewest pounds 30m rebranding task

Saatchi & Saatchi has triumphed in a three-way creative pitch for the pounds 30 million Telewest Communications account.

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

channels.



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

marketing.



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

areas.



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.