Jackie Cooper PR has emerged the victor for Cable and Wireless
Communications’ PR business, after a three-way pitch with Biss Lancaster
and Manning Selvage and Lee. The account carries a budget of pounds
The choice of an agency which is best known for handling trendy consumer
brands over two broad-based, heavyweight outfits has surprised industry
watchers. However, it underlines CWC’s determination to become a
mainstream consumer brand rather than having a hi-tech image.
CWC has been formed from the merger of Bell Cablemedia, Mercury
Communications, Nynex Cable Communications and Videotron. It claims to
be the first integrated supplier of telecoms and entertainment.
The PR appointment could not have been handled more differently than the
controversial choice of Rapier Stead and Bowden as advertising agency,
which former marketing director Ruth Blakemore appeared to have taken
unilaterally. Blakemore left earlier this month.
The PR pitch took place in front of nine representatives from the four
business units, the central marketing department, plus Adrian Moorey,
director of corporate communications at Cable and Wireless plc. The
agency team was led by image director and founding partner Jackie Cooper
and managing director and founding partner Robert Phillips.
Catherine Wilding, who recently won the contest for the head of PR slot
at CWC stressed the unanimity of the decision. ’No persuasion was
needed, we were all turned on by their ideas,’ she said.
Jackie Cooper’s brief is to implement a plan to support the launch of
CWC, publicise the advertising launch and communicate the brand’s values
to consumers, business users and staff.
Meanwhile, Wilding is creating a central press office of ’probably five
people’ from the 16-20 PR people currently working across the group.