Travis Sennett secures NTT

NTT, the Japanese equivalent of BT, has picked Travis Sennett Sully Ross to spearhead its assault on Europe’s communications market.

NTT, the Japanese equivalent of BT, has picked Travis Sennett Sully

Ross to spearhead its assault on Europe’s communications market.



The company is reported to be investing between pounds 1 million and

pounds 2 million to announce its presence and its intention to challenge

the likes of BT and AT&T for a share of the digital information transfer

business.



Industry sources say budgets should increase significantly as

advertising builds.



The appointment follows a presentation in Tokyo earlier this year by

Peter Travis, the Travis Sennett chief executive, his creative director,

Gill Sully, and executives of the agency’s Japanese parent, Dentsu,

which handles NTT in its domestic market.



Two other undisclosed international networks pitched for the campaign,

which begins this week with three consecutive colour pages in the

Financial Times and the International Herald Tribune.



Created by Sully and Andy Lawson, the agency’s head of art, the campaign

runs under the theme: ’Global networking. Working without limits.’ It

lauds NTT as the world’s largest telecoms company, and highlights its

technical expertise and the Japanese affinity for efficiency.



The ads aim to bring NTT’s arrival in Europe to the attention of major

companies, and to alert other telecoms companies in advance of possible

line leasing deals.



NTT, which has offices in London, Paris and Dusseldorf, declared its

intention in January to pursue a strategy that could involve mergers and

acquisitions. Travis said: ’NTT wants to establish its scale and

significance in a fast-growing market.’



Travis Sennett has been building its Japanese business steadily - it now

accounts for 20 per cent of its client list - since it began working

with Dentsu in 1993. Dentsu became the company’s majority shareholder

last year.