118 118 Reviews internal marketing

The Number 118 118 is considering beefing up its marketing team as part of a review of its strategy for next year.

A 118 118 spokesman says it is reviewing its internal marketing structure following the addition of VCCP and BLM Quantum – its first retained digital agency – to its roster. They join WCRS, Naked and OMD on the £10m business. It is meeting agencies next week to discuss plans for next year.

The spokesman says that with the continued growth of the 118 118 service and the addition of new agencies, it is reviewing the need to bring in mid-level marketers to help manage its growing business demands.

He adds: “We’re reviewing the media channels we use and the messaging in our advertising. We’ve already shifted a lot of marketing from the traditional to digital, which seems to be working well for us.”

He says that the company is looking to evolve its marketing but it is expected to retain the high-profile 118 118 runners.

Last month, the directory service appointed VCCP to oversee new and “additional work”, and it is working on a new campaign.

BLM Quantum was also awarded 118 118’s online planning and buying business following a pitch against a number of undisclosed agencies. The account was previously handled by OMD, which continues to handle its media planning and buying.


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