The Cable Communications Association (CCA), has signed up The Red
Consultancy to manage its pounds 250,000 consumer public relations
contract as the trade body embarks on the second phase of a marketing
The agency fought off competition from Bite, The Communication Group and
the CCA’s consumer PR firm of two years Fleishman-Hillard to clinch the
The PR campaign, to build awareness of the cable industry among UK
consumers, is part of the CCA’s ongoing pounds 12 million generic PR,
press and TV advertising drive, launched last year.
Jane Arnold, communications manager at the CCA, to which 95 per cent of
cable operators belong, said that the next phase of the marketing
campaign would launch this autumn altbhough the exact slant had yet to
However the Red Consultancy will continue to raise the profile of cable
as a commodity and promote it as an alternative to traditional telecoms
and satellite TV.
The programme, signed for an initial nine months, will also involve
elements of issues management and business to business PR.
Fleishman-Hillard was employed by CCA when it launched in 1994 with the
aim of uniting feuding members.
The agency has had the uphill task of persuading a confused public that
the benefits of cable outweighed the disruption caused by installers
digging up roads.
But the marketing drive is being hailed as a success with 30 per cent of
UK homes now connected, according to last month’s Independent Television