Mercury Communications has turned to direct marketing agency Craik Jones
for a campaign to declare it still has designs on the residential
Craik Jones resigned its pounds 2m BT account to take on the Mercury
business (Marketing, 25 July). Mercury said the appointment would not
affect its relationship with Howell Henry Chaldecott Lury, and the two
agency’s work would complement each other.
The campaign will launch in September and is designed to persuade
existing and potential new customers that Mercury is still committed to
the residential market. The campaign comes after Mercury’s move last
year to pull out of the high street market and axe its 3000 telephone
Mercury has 500,000 residential customers and the campaign will target
high-expense telephone users, either those who work from home or who
make regular long- distance and overseas calls.
The strategy will target only the top tier of BT’s customer base,
avoiding a head-on conflict. Adrian Chamberlain, managing director for
residential customers, said: ‘It’s an irritating myth that we’re no
longer in the residential market. We’re more focused on customers whose
needs we can satisfy.
‘It was widely thought last year that withdrawing payphones was symbolic
that we were pulling out, but it was concentrating our skills,’ he
The campaign will consist of direct response poster ads and direct
The Oliver and Claire cartoon characters developed by HHCL for the
business market will not be extended to the below-the-line campaign.
Mercury’s last consumer marketing was through HHCL and featured Harry