Mustoe Merriman Herring Levy has picked up the 5m account for telephone and TV company CableTel.
The agency won the pitch against TBWA/Simons Palmer, Griffin Bacal and Leagas Shafron Davis. In the past, Mustoe Merriman has worked for cable channels TNT and Cartoon Network.
The first work, which will be tactical, will break in the autumn on 48-sheet posters, radio and local press. A more strategic campaign will run later.
The 5m spend is small compared with that of Cable & Wireless Communications, which has recently appointed Rapier Stead & Bowden to its 50m launch account, and Telewest, which spends 12m above the line.
CableTel marketing director Mike Hayes says: “Anything that CWC does to make the consumer aware of cable is good for us up to a point, although we are obviously more interested in our direct competition like BT.”
He says Mustoe Merriman won the pitch because the agency showed a deep understanding of the complex issues surrounding cable.