118 118 curtails TV activity to splash out on direct

by Gareth Jones, Marketing 11-Jul-07

The Number 118 118 plans to slash its TV adspend next year in a revamp of its promotional strategy.

The directory enquiries firm intends to reduce its reliance on TV ads
featuring the moustachioed 118 118 runners in favour of direct campaigns
that encourage consumers to interact more with the brand.

The Number currently devotes the majority of its £4m UK media

budget to TV and radio ads, according to Nielsen Media Research.
However, a significant portion will now be diverted into direct and
digital to promote its relaunch as a multichannel information
portal.

The firm is seeking an integrated agency to handle its increased
digital, direct and experiential spend amid a broader review of its
agency arrangements.

It will retain WCRS as its lead creative shop, but will ditch its
flagship 60-second TV ads in favour of shorter spots.

The Number dropped Naked Communications from its roster to bring its
strategic communications in-house under marketing manager Catherine Boyd
earlier this year (Marketing, 25 April).