BT-owned Talking Pages, a telephone version of Yellow Pages, has handed its 3m advertising account to Partners BDDH after a shoot-out with Court Burkitt & Company.
The agency clinched the business this week for the 0800 600 900 service. Proposals from both agencies were put into research after the pitch list was cut from five.
A new ad push starting in June will target young urban dwellers – the key users of phone information and directory services. The media mix is still under discussion – it will include TV but will mainly comprise new media.
A spokeswoman for Yellow Pages, which owns Talking Pages, says: “The campaign will capitalise on the growth of ‘phonophiles’ who regularly make purchases over the telephone.”
Talking Pages has recently refined its caller line identification system so that it can track the location of callers more precisely and refine its ad strategy accordingly. Media planning will be handled by MSc, BDDH’s joint venture with New PHD.
Five agencies took part in initial pitches. Previous incumbent Leagas Delaney did not repitch.