Telewest Communications has appointed Saatchi & Saatchi to handle the £30 million campaign to rebrand the cable company as it prepares to merge with Flextech Television later this year.
Saatchi & Saatchi won the integrated account following a competitive review. Competing agencies were not disclosed.
The agency will be responsible for advertising and direct marketing activity for the new corporate brand. Wolff Olins, the brand consultancy, is to handle the new brand architecture, design and identity.
The rebranding exercise is being led by a newly in-place marketing team at Telewest led by Philip Jansen, group marketing director. He is supported by Chris Fry, director of marketing communications, and David Hobday, director of customer marketing.