Starcom Motive has won the planning/buying task for Liberty Surf,
the internet service provider formerly known as X-Stream.
The agency pitched against MediaCom and New PHD to win the account.
Steve Clark, group director of Starcom Motive, is running the account
with media manager Matt Wilson. The client contact is Paul Shalet,
commercial director at Liberty Surf.
The first stage of the campaign broke last week with a pounds 5 million
push on national radio and in the press, including the Daily Mail and
Starcom Motive has bought spots on terrestrial television in June for a
commercial created by WCRS.
Clark and Wilson are now deciding where to spend the remainder of the
pounds 15 million budget that Liberty Surf has allocated for the
Liberty Surf was the first ISP in France and is still the largest, while
in the UK, X-Stream was the first ISP to be offered free to
The site contains 15 sections including news, sport, MP3, natural
health, money, jobs, business to business, homes and property, auctions,
autos and games.
Liberty Surf has negotiated content agreements with websites for every
section. For example, there are links to ThinkNatural.com on the health
site and links to the Radio Times website on the television site.
X-Stream changed its name to Liberty Surf in March this year when the
X-Stream Network merged with the Liberty Surf Group.
X-Stream was up and running in the UK, Norway, Sweden, Denmark and the
Netherlands, while Liberty Surf was operating in France and had a
smaller presence in the UK and Germany.
Starcom Motive has won 18 accounts this year. They include Lego (pounds
20 million), OneSwoop (pounds 10 million) and Scottish Power (pounds 20