Magazine article Marketing

CWC Picks Rapier for Euro Branding

Magazine article Marketing

CWC Picks Rapier for Euro Branding

Article excerpt

Cable & Wireless Communications has selected Rapier as its first pan-European agency as it prepares to hive off its consumer brand to NTL and concentrate on promoting itself as a global business brand.

Rapier, which already handles CWC's through-the-line UK account, will now also promote the firm's telephony and data services to small-and medium-sized businesses in six European cities: Paris, Zurich, Dusseldorf, Madrid, Milan and Luxembourg.

Previously, advertising and marketing for these offices was handled individually, but CWC decided to centralise the work in November. It is said to be concerned that it has failed to brand its local cable companies consistently enough to provide strong competition to the likes of BT.

Rapier, which, with Joshua, handles direct response TV and direct mail campaigns for CWC, pitched against Joshua, Leo Burnett and Brann for the business.

A spokesman for CWC said the campaign would initially involve a series of direct mailings, but added that it is too early to speculate on whether this would be developed further. …

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