Countrywide Porter Novelli has been appointed by 1st Line Mobile
Communications to create the PR to accompany its first TV advertising
push.
The PR campaign will be designed to create brand awareness among both
business and consumer customers, and position the company as one that
does things differently.
The company’s approach is to sell mobile telephony from call centres
instead of through retail outlets, and with a limited range of options:
just two handsets, one tariff, and one airtime provider.
The TV campaign, which is said to be the biggest ever for a direct
response product, will run up to Christmas and started two weeks ago.
The PR activity is imminent and will run up until February.
Countrywide senior consultant Nick Woods said: ’As soon as we have
agreed the tactical details we will start the campaign.’
Countrywide will see fees of pounds 40,000 over four months, but is
hoping the work will extend beyond the initial period. The agency will
report to 1st Line marketing director Claire Stroud. The account was won
in a competitive pitch against Fishburn Hedges and will be handled by
Richard Medley, who is a director of the agency.
The company, which has 200,000 customers, has not previously used a PR
agency.
