Wolff Olins wins pounds 12m Freepages

The design company, Wolff Olins, has joined forces with the international copywriting agency, World Writers, to carry off the pounds 12 million task of advertising the relaunched Freepages service.

The design company, Wolff Olins, has joined forces with the

international copywriting agency, World Writers, to carry off the pounds

12 million task of advertising the relaunched Freepages service.



The pair won the business earlier this year in a secret pitch which is

understood to have included the incumbent, Manifesto. The campaign,

which breaks next Wednesday, was art directed by Wolff Olins staff and

written by the World Writers managing director, Simon Anholt.



It is the first time that World Writers, which specialises in adapting

international campaigns for specific markets, has written an

above-the-line campaign solely for the UK. For Wolff Olins, the deal

underlines its commitment to move towards traditional advertising. The

brand consultancy, which was involved in Channel 5’s retuning campaign

last year, created a poster campaign for Lloyds Bank earlier this

year.



Freepages, the free telephone service, will rebrand as Scoot with a

through-the-line campaign involving television, press, radio, outdoor,

direct mail and sponsorship of Channel 5’s weather reports and London

Underground’s tube maps.



Wolff Olins was originally called upon in January to redesign the

branding. The client then called a pitch for the advertising, at which

point the alliance with World Writers was struck.



John Williamson, the head of consultancy at Wolff Olins, said:

’Advertising agencies are now talking about branding, as are management

consultancies. We always have done, and now we are broadening our offer.

We work with lots of ad agencies, but sometimes it seems appropriate to

pitch for the advertising business ourselves.’



The Scoot campaign aims to take an irreverent approach to the telephone

directory service. One of the three 30-second TV ads features a little

girl on a spacehopper bouncing towards the camera. We hear a farting

noise and the girl sinks out of view. The voiceover says: ’I need a

...’



’We want, eventually, to own that piece of language,’ Anholt said. ’If

people want to fill in the gaps with something rude, that’s fine by

us.’



The media planning and buying for the campaign, which begins with

48-sheet posters, is by TMD Carat.



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