JWT scoops 15m NTL account

J Walter Thompson has won the 15m account to promote cable and communications group NTL, after a final creative pitch against Banks Hoggins O’Shea/FCB.

The original pitch list for the account also included McCann-Erickson and Arc (MW January 28).

JWT’s brief is to develop a brand campaign to tie together the disparate interests of the company. Apart from being the country’s third largest cable operator, it transmits television station broadcasts and provides Internet access through TV sets.

The company is about to launch an interactive digital TV service, and claims it will beat rival Open, run by British Interactive Broadcasting, to the market. It recently sold a five per cent stake to Microsoft. JWT will create branding and ads for these initiatives.

The appointment comes after NTL hired a new director of group marketing, Mike Hounsell, previously with American Express (MW February 4). Hounsell says: “NTL’s marketing strategy for 1999 is clear. It is the year we cut through consumer confusion over digital and show people the benefits of digital technology.”

At the same time, Hounsell has appointed design agency Basten Greenhill Andrews to create a new global identity for NTL after a five-way pitch.

JWT has experience of advertising in the cable sector – it ran a campaign for the Cable Communications Association four years ago featuring Dawn French. However, the campaign was withdrawn before it ran its course.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here