Scoot appoints BMP for second relaunch within a year

Scoot, the internet and telephone information service formerly known as Free-pages, has appointed BMP DDB and BMP Optimum to handle its full-service account following a competitive pitch.

Scoot, the internet and telephone information service formerly

known as Free-pages, has appointed BMP DDB and BMP Optimum to handle its

full-service account following a competitive pitch.



BMP won the business after a three-way presentation against Lowe

Howard-Spink and HHCL & Partners. The account was previously handled by

the design agency, Wolff Olins, which worked alongside the international

copywriting company, World Writers, after being appointed to mastermind

the relaunch of Freepages as Scoot in October last year. Carat handled

the media buying.



The review was called just nine months after the relaunch and only two

weeks after the arrival of Richard Thackray as Scoot’s marketing

director.



Scoot declined to reveal its budget, but the company is expected to

undergo another relaunch and spend more than last year’s pounds 3

million.



BMP will work on creative, planning and buying for the account. Scoot

describes itself as ’an interactive information service giving

up-to-date information on businesses, services and cinemas in the UK, 24

hours a day, 365 days a year.’ Its main rival is Yellow Pages and its

Yell online subsidiary.



Despite heavyweight television exposure and some interesting media

initiatives, the Scoot brand name has not taken hold in the UK. The

company’s new emphasis on planning and the appointment of BMP indicates

that it wants a more effective advertising campaign.



The relaunch campaign created by Wolff Olins and World Writers aimed to

take an irreverent approach. One of the three 30-second TV ads featured

a girl on a spacehopper bouncing towards the camera before suddenly

disappearing from view as a farting noise is heard.



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