BLM beats rivals to win 4m Pipex broadband brief

BLM Quantum has won the 4m media planning and buying business for broadband provider Pipex in a competitive pitch against a number of undisclosed agencies.

The agency, part of media independent BLM Media, has been tasked with maximising Pipex’s customer acquisition strategy online. The pitch was overseen by Pipex Residential managing director Dominic Crolla.

The internet services company has more than 1 million customers in the UK. The figure was boosted earlier this month by the acquisition of Bulldog, the consumer business arm of Cable & Wireless, and telecoms outfit Toucan.

Pipex stated its intention to become a major player in the UK broadband market after hiring its first advertising agency, Karmarama, in May this year.

The company signed up cult TV icon and Baywatch actor David Hasselhoff as the face of its advertising, after research revealed the actor was one of the Web’s most searched-for names. PHD handles the brand’s 10m media planning and buying account (MW August 10).

In the ad, Hasselhoff declares himself “King of the internet” and is seen walking around a cheesy 1980s-style house dubbed “Hoff Central”. The campaign promotes Pipex’s broadband and home phone calls package and is supported by a two-year shirt sponsorship deal with Fulham Football Club.

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