World: Sofia - BTC hands Leo Burnett 110m Vivatel launch contract

The Bulgarian telecoms company BTC has awarded Leo Burnett the 110 million ad contract to launch its Vivatel brand, the company's new mobile service.

Burnett won the business in a four-way pitch that included the agencies Lowe, Kres and New Moment New Ideas.

The launch campaign will break next month, and the above-the-line creative will highlight the fact that Vivatel's arrival offers consumers a new choice in a market that was previously dominated by two service providers - M-Tel and Globul.