PHD has won the &£10m media planning and buying for telecoms and internet provider Pipex. It is not clear if it had an incumbent agency.
The appointment is part of the brand’s launch in the UK. It is already running a high-profile TV ad campaign featuring former Baywatch star David Hasselhoff. The campaign has been created by Karmarama, which won the business this year.
The campaign, which broke last month, is based around a recent survey that found that Hasselhoff came top among male celebrities in internet searches. He is also the most gossiped about celebrity in e-mails ahead of Brad Pitt and Michael Jackson.
In the ad, Hasselhoff declares himself “King of the internet” and he is seen walking around a gaudy 1980s-style house dubbed “Hoff Central”.
He says: “The internet’s been good to me, but if it wasn’t for all these Hoff e-mails and appreciation sites, I’d just be the guy with the really great pecs.”
The ad supports Pipex’s new broadband and home phone calls package, which is not available in the UK.
Pipex is the UK’s fifth-biggest internet service provider, with more than 400,000 business and home users.