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
Industry sources say budgets should increase significantly as
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