Walsh Trott Chick Smith has scooped the 3m brief to create a brand-building campaign for First Telecom, which sells cut-price telephone time.
The media for the account continues to be held by Mediacom. Other agencies included in the pitch included Grey Advertising, Bates Dorland and Mortimer Whittaker O’Sullivan. Walsh Trott is understood to have won the business after a final shoot-out with Bates.
It is thought the company is planning a brand-building campaign across a range of media in the face of stiff competition from rival operator, Swift Call – which has been in the market longest – and Oystel, which claims to be cheaper than First Telecom, and has been operating for the past year. It is thought the new campaign will break within the next two months.
Previous advertising work for First Telecom was carried out by Grey and used direct response ads.
First Telecom was set up in 1994 and has an estimated turnover of 40m a year.