Wanadoo hands Dare £5m digital business

Dare has won the £5 million Wanadoo digital creative account after a final-stage pitch against Profero, Agency Republic and TBWA\GGT.

The review, which was handled through the AAR, was called after the incumbent, itraffic, was merged into Agency.com, the holder of the conflicting BT account.

It is understood that the agencies were asked to pitch to a specific brief that was unrelated to the current TV work created by M&C Saatchi. The pitch work will not, however, be used as part of the live campaign.

Dare will now work with M&C Saatchi to position the Wanadoo brand online and will build a campaign that incorporates both brand building and acquisition.

According to Mark Collier, the managing director of Dare, it was the agency's focus on effectiveness as well as on the quality of creative that landed it the brief. "It's great to win one of the biggest digital-only marketing pitches of the year against strong competition," he said.

Peter Turner, Wanadoo's director of marketing communications, Jonathan Saverimuttu, the head of marketing communications, and Anita Barker, the head of digital marketing, handled the pitch process. Online media planning and buying remains with the BLM-owned online buying outfit Quantum Media.

Wanadoo, an internet service provider owned by the Orange parent France Telecom, runs more than 2.6 million active accounts in the UK and, according to Nielsen/Net-Ratings, draws 4.7 million unique users a month to the Wanadoo.co.uk portal.


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