118 888 Reviews £10m media brief

Conduit, the Irish directory enquiries operator that owns the 118 888 brand, is reviewing its media planning and buying account, held by Media Planning Group, as it embarks on a &£10m relaunch.

Conduit had big plans for 118 888 when it launched in the UK in March 2003. It was reported that the company had a &£40m advertising budget over three years, and it hired Euro RSCG London to work on its creative account.

Earlier this year, the company appointed Tequila/ London to work on a relaunch. The agency is working on a direct response-led integrated campaign, thought to include television, outdoor, direct mail and online activity.

Euro RSCG was responsible for the “superheroes” campaign, but has not worked on the business since last January, and was not involved in the pitch which Tequila won.

Conduit suspended advertising at the start of 2004 while it tried to negotiate a merger with rival operator Telegate, which operates 118 666.

However, the deal did not go through and instead Conduit received financing through a new majority shareholder, ICC Venture Capital.


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