NTL:Telewest starts £30m ad and DM agency review

NTL:Telewest, the media company that acquired Virgin Mobile earlier this year, has started a review of its &£30m advertising and direct marketing agencies.

It is understood that the media company is in the early stages of the process and it has not yet been announced as a formal review. It is currently only in talks with its existing roster agencies.

The advertising for NTL: Telewest is handled by Rapier, while Lida handles its business-to-business work. Rainey Kelly Campbell Roalfe/Y&R is the incumbent on Virgin Mobile, and B’lowfish Advertising and 141 Worldwide handle direct marketing.

In an exclusive interview with Marketing Week, James Kydd (pictured), the managing director of marketing, confirmed that he had begun the review. The move comes after the appointment of media buying agency Manning Gottlieb OMD, which handled the media for Virgin Mobile, and communications strategy company Goodstuff to the newly merged company last month.

Kydd, who was marketing director at Virgin Mobile before it was purchased by NTL:Telewest, says: “We have reviewed the media and are now doing the same with our other agencies.”

NTL:Telewest will rebrand with the Virgin name early next year and offer customers a “four play” proposition comprising broadband, home phone, cable television and mobile. A TV, press and outdoor campaign promoting NTL:Telewest’s deal offering free TV to new telephone customers breaks this week.