Telegate hands £5m launch campaign to Heresy after a pitch

Telegate, the German-based directory enquiries provider, has appointed Heresy following a pitch to handle its £5 million creative account as it launches in the UK.

Heresy, part of Chime Communications, will develop a launch campaign that will include television, print and ambient activity. Telegate will launch its services into the newly deregulated UK market with the number 11 88 66.

The agency was appointed after Klaus Harisch, the chief executive of Telegate, visited a number of UK agencies. He selected Heresy on the basis of its creative presentation.

Work for Telegate is expected to break in August, when the old 192 directory enquiries number is set to be switched off. Rivals such as 118 118 are already advertising heavily, but Telegate's strategy is to hold its spend until callers have to turn from 192 to another option.

Shaun McIlrath, the creative partner at Heresy, said: "Deregulation will be confusing for UK consumers. We believe that we've found a lateral and effective way to help them through it."

Telegate was formed in 1996, launching its first call centre in East Germany. Later in 1996, it began offering a national German directory enquiry service. It hopes to gain a share of a UK market that it estimates to be worth £350 million a year.