WCRS has won the &£15m advertising account for Bulldog Communications, the Cable & Wireless-owned telecoms company.
The agency has been working for Bulldog on a project basis for almost a year and has now been handed the retained business without a pitch.
WCRS’s first work as Bulldog’s agency of record will be an &£8m campaign that breaks this week. Personal, WCRS’s direct marketing arm, and its branding agency Dave have also been retained.
Bulldog began working with WCRS at the end of last year after it parted company with JWT.
The WPP agency had only been appointed in August following a pitch against integrated agencies Partners Andrews Aldridge and Tidalwave.
Earlier this year, MediaCom was appointed to handle Bulldog’s media planning and buying account following a three-way pitch, which included incumbent Mediaedge:CIA (MW August 4).
WCRS’s new campaign uses the analogy of an opening gate to demonstrate the possibilities that fast broadband offers. The television campaign will be supported by press and outdoor activity, as well as a below-the-line push. Online work was developed by Profero.
Bulldog provides one of the fastest broadband products on the market, at 8MB, and the campaign highlights this and other features of the service, such as one-month contracts and free calls between Bulldog customers.