118 118 Reviews internal marketing

The Number 118 118 is considering beefing up its marketing team as part of a review of its strategy for next year.

A 118 118 spokesman says it is reviewing its internal marketing structure following the addition of VCCP and BLM Quantum – its first retained digital agency – to its roster. They join WCRS, Naked and OMD on the £10m business. It is meeting agencies next week to discuss plans for next year.

The spokesman says that with the continued growth of the 118 118 service and the addition of new agencies, it is reviewing the need to bring in mid-level marketers to help manage its growing business demands.

He adds: “We’re reviewing the media channels we use and the messaging in our advertising. We’ve already shifted a lot of marketing from the traditional to digital, which seems to be working well for us.”

He says that the company is looking to evolve its marketing but it is expected to retain the high-profile 118 118 runners.

Last month, the directory service appointed VCCP to oversee new and “additional work”, and it is working on a new campaign.

BLM Quantum was also awarded 118 118’s online planning and buying business following a pitch against a number of undisclosed agencies. The account was previously handled by OMD, which continues to handle its media planning and buying.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here