£8M UK agency search for Tiscali

Internet service provider Tiscali is looking to appoint its first retained UK advertising agency to its &£8m business.

As part of a bid to establish itself as a major broadband provider in the UK, Tiscali spent heavily during the first part of this year, promoting its Broadband 150 package, which is three times faster than dial-up, for &£15.99 a month. It used advertising created in house or by its Italian agency.

In March, Tiscali forced BT to change comparative advertising proclaiming: “The truth about Tiscali’s notsoquitebroadband.” After protests and legal threats, the ads were amended to exclude Tiscali’s name.

Since Tiscali halted its advertising in the summer, a price war has broken out among rival providers, many of which are now offering quicker broadband connections for &£17.99 a month. The appointment of a new agency could herald a new product or price positioning by the provider.

Across Europe, Tiscali is now the third-largest internet provider following a series of strategic purchases, and the fourth-largest in the UK. A major player during the dot-com boom, the company has experienced difficulties and has recorded losses for the past six years.

It uses OMD UK for its media planning and buying.

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