118-118 to step up PR with agency hire

Directory enquiry service 118- 118 has stepped up its promotional work as BT’s 192 service is turned off later this month.

To handle this latest stage, The Number, the firm that runs 118-118, has switched agencies, appointing start-up Brazil to handle both consumer and B2B PR.

The consumer side was previously handled by Jackie Cooper PR, with Le Fevre Communications on B2B. Brazil was formed by former Le Fevre directors Joshua Van Raalte and Richard Leonard. Both are on the account.

Part of Brazil’s work will be to ensure that customers and businesses are aware of 118-118 when the 192 service ends.

However, a survey released by industry watchdog Oftel last week suggested the public is still unaware of the other numbers on offer. It claims that while 80 per cent of the public are aware of deregulation, 70 per cent are still using BT’s 192, while just 30 per cent are using 118-118.

The Number director of comms William Ostrom said: ‘We disagree that there is public confusion over deregulation. We’re working closely with regulation authorities to inform the consumer.’

PR activity based around the service’s moustachioed advertising characters will be launched later this month.

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