118 118 moots mobile phone directory service

The Number 118 118 is mooting the launch of a mobile phone directory service. It is expected to be unveiled next year.

It is understood that the service will supply mobile phone numbers for consumers and businesses. It will ask permission from the recipient before connecting the call and will also give the opportunity for the caller to leave a message.

A spokesman for the brand says the company is “looking into mobiles quite closely” but could not give a specific date for the launch.

He adds that the company is investigating the terms of consumer acceptance, which means the launch “will have to have much marketing around it”.

In June, the company launched a London taxi campaign to promote its new “ask anything” service (MW.co.uk June 6).

Passengers using the brandedtaxis were offered the answer to any question, free of charge, by pressing a green button on specially designed phones inside the cabs. The service has been available by text since May, but has now been extended to telephone enquiries.

Former Superdrug marketing director Gerry Murphy was appointed chief executive of 118 118 in May this year. He replaced Mark Horgan, who was promoted to European chief executive.

Murphy will be responsible for overseeing the brand’s repositioning beyond a directory service. A new campaign, which features the 118 118 runners dressed as scientists, launched in March. It was created by WCRS.

During his time at Superdrug, Murphy led a repositioning to align the brand with fashion and establish it as an alternative to supermarkets.

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