Toucan to rethink £3m ad business

Telecoms company Toucan is reviewing its estimated £3m advertising account held by BMB. The review is being overseen by marketing manager Miles Barry and comes at a time when the race to lure customers away from BT is intensifying.

The company spent less than £1m on advertising last year, but that figure was considerably higher this year after a multi-million pound summer advertising campaign to support the launch of its ToucanTalk All-You-Can offer.

The review will not affect Toucan’s media account, held by AMS Media Group, or its direct marketing activity, which is handled internally.

Managing director Joseph Blass says the decision to review is part of a housekeeping initiative. He says there is “no urgent issue” but adds it is the “prudent thing to do”.

Toucan, which was launched by parent company IDT, a US-based wholesale telecoms and international prepaid calling card operator, introduced the first call package priced under £10 a month in June.

Toucan, which advertises on television, in the national press and on the radio, pipped BT to first place in a national survey of telephone service support last month. BT achieved a 73.3 per cent satisfaction rating, based on a set of questions around the levels of customer support users got from their service provider. But Toucan achieved a 74.2 per cent score and was the only provider to be given a five-star rating in the survey by uSwitch.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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