Tullo Marshall scoops Cellnet’s DM business

Tullo Marshall Warren has scooped Cellnet’s direct marketing business following a three-way pitch.

Tullo Marshall Warren has scooped Cellnet’s direct marketing

business following a three-way pitch.

The agency beat Barraclough Hall Woolston Gray and Carlson to the task,

after a review which kicked off last month (Campaign, 13 November). It

is believed that TMW will assume responsibility for the business with

immediate effect.

TMW will be the first direct marketing agency to work with Cellnet since

OgilvyOne split with the mobile communications operator in April. In the

interim, Clarke Hooper, Cellnet’s sales promotion agency of record, had

been caretaking the direct marketing business on a project-by-project

basis. A third agency on Cellnet’s below-the-line roster, Devon Direct,

handles the Cellnet First business.

A spokesperson for Cellnet confirmed the appointment - which is subject

to contract - and said the agency will undertake direct communication to

its tied customer base, which accounts for around 70 per cent of

Cellnet’s customer base. The remaining 30 per cent use Cellnet through

an independent service provider.

Cellnet has recently been running a high-profile campaign for its U

service, a pre-paid account. Above-the-line work is handled by Abbott

Mead Vickers BBDO.

After striking a price-cutting deal with Asda last month - which sells

both the U phones and the EasyLife packages - Cellnet was unable to

provide the supermarket with enough handsets to meet consumer demand.

Cellnet has since said that the problem has been ironed out.

Cellnet’s marketing department has gone through a series of changes this

year. In January, Ed Carter was drafted in from its BT parent by the

then marketing director, Simon Esberger, who himself left in September

after only eight months in the job. Tim Evans, who was Cellnet’s brand

director, also left in July to join BT, where he now oversees business

and consumer marketing.

Richard Marshall, TMW’s business development director, said: ’This win

demonstrates the strength of our strategic and creative ability. This

presents a terrific op-portunity to build upon the success of Cellnet’s

direct marketing activity.’

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content