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
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.’