Rebranded communications giant Telewest Broadband has taken on
Consolidated Communications as its retained consumer agency on annual
fees of £350,000.
The agency, fresh from being named PRWeek's Consultancy of the Year,
secured the brief in a pitch against four agencies (PRWeek, 10
Incumbent QBO was among those pitching, having handled the account for
just over a year, after assuming the brief from Starfish Communications
(PRWeek, 7 April 2000).
An agency spokesman said Consolidated's mandate is to 'bring together'
the core services of TV, telephone and high speed internet, positioning
the firm as the 'consumer's champion' in the broadband market.
The rebranding to Telewest Broadband is aimed at reiterating the firm's
commitment to the high-speed service, which it is in the process of
rolling out in conjunction with the UK's largest cable operator,
Under the terms of the agreement, Telewest and ntl both own parts of the
UK cable and broadband network, and work alongside each other rather
than competing for business.
More than 100 buildings and 4,000 vehicles and uniforms have been
rebranded as part of the change. The rebrand completes the integration
of a number of localised cable TV brands, including Cable London and
Cable Birmingham, which had been acquired by Telewest as it grew to
become the UK's second largest cable provider.
Consolidated consumer director Will Holt heads the account, reporting to
Telewest Broadband head of consumer PR Rachel Turner.
The agency's contract will run for an initial one-year period.
In addition to the rebrand, one major issue facing the company is its
ongoing attempt to compel British Telecom to open up local cable
networks to rivals such as itself and ntl.