Magazine article Marketing

Telewest to Shift Pounds 6m Ad Business to Rapier

Magazine article Marketing

Telewest to Shift Pounds 6m Ad Business to Rapier

Article excerpt

Telewest is poised to ditch Saatchi & Saatchi, the agency that launched its range of digital services two-and-a-half years ago, and hand its pounds 6m advertising business to Rapier.

The cable company, which last week revealed that it had failed to stem the tide of customers abandoning its services, is expected to step up its focus on retaining its existing base of 1.76 million cable TV customers.

Figures unveiled last week showed it had lost 5%of its customers in the three months to the end of September.

Telewest wants to develop more effective cross-selling and communications strategies rather than targeting potential customers, and its marketing spend is likely to see increasing diversion toward retention activity.

Rapier is thought to fit the bill because of its credentials as an integrated agency working with brands such as the AA.

While the deal has yet to be confirmed, a split from Saatchi & Saatchi would mark the end of an era for Telewest, which is widely expected to merge with rival cable firm NTL at some point.

Saatchi & Saatchi was appointed to the Telewest business alongside Wolff Olins in March 2000 following the company's merger with Flextech. …

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