HOW takes a hit as Profero wins 192.com

Digital agency Profero has won the advertising business for 192.com’s latest campaign, casting doubt on the directory service’s relationship with HOW.

The company appointed HOW to handle its &£1m advertising account earlier this year ahead of its relaunch (MW March 3).

But it is working with Profero and digital media specialist Unique on its latest project, and 192.com founder and chief executive Alastair Crawford says he wants to continue working with both agencies in the long term.

Crawford denies HOW was appointed as 192.com’s retained agency and says: “HOW was the best choice when we were looking at offline advertising, but we later decided that online advertising would be best for us.”

However, he says the company could work with HOW again in the future.

The relaunch of 192.com was an attempt to attract users of rival services, which include Yell.com, as well as directory enquiry services such as 118 118 and 118 247.

The site now offers a free directory enquiries service without the need to register, as well as a business finder and a more detailed search engine for other numbers.

192.com is looking for a marketing director as part of its expansion plans. Jean Parodi has been standing in as marketing director and head of business development.

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