Beechwood scoops Tele2 UK business

Beechwood has been handed the integrated advertising account for Swedish telecoms company Tele2.

The agency won the business following a pitch that began in September (MW September 15). It is understood that Beechwood will produce outdoor and press advertising for Tele2, as well as a direct marketing campaign.

Tele2 had no retained agency in the UK, instead taking its creative work from overseas. But sources say the company felt it needed a UK agency to give it a local focus.

Tele2, which ran a high-profile advertising campaign earlier this year comparing its prices with those of BT’s, appointed BLM Media to handle its media planning and buying business in January 2004 following a pitch against Carat, MindShare and Zenith Optimedia. The account is estimated to be worth &£15m and BLM will be unaffected by Beechwood’s appointment.

Tele2, which has a presence in France, Eastern Europe and Scandinavia, called the pitch at the end of 2003 ahead of a major marketing campaign (MW December 11, 2003). Tele2 ended its relationship with Starcom MediaVest, which launched the brand in the UK, earlier that year.

Tele2 and Beechwood were unavailable for comment as Marketing Week went to press.

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