Established internet service provider Direct Connection has
appointed Manning Selvage and Lee on a six-figure business-to-business
Direct Connection was established in 1988 as a fee-charging ISP and
continues to charge, despite the launch of free services such as
As a result of these changes in the internet market, Direct Connection
is shifting the focus of its PR brief from consumer to
MS&L will promote the firm to business people as an ISP which has the
capacity to carry large amounts of information, such as detailed
The agency was hired after responding to a tender alongside Hill and
Knowlton, Text 100, Stewart-Muir Communications, The Weber Group,
Countrywide Porter Novelli and Promote.
’Our brief is to help reposition Direct Connection in the corporate
market by raising awareness in the business media and through analyst
support,’ said Dave Bennett, associate director of MS&L.