Blundell, who will take control of the brand's annual £15m marketing budget, has been tasked with capitalising on new opportunities for the directory enquiries business.
At TBWA\London, Blundell was responsible for clients including Mars' chocolate division, Beiersdorf and BNP Paribas.
Blundell joins a marketing team including James Soames, head of marketing, who was previously head of sales and marketing at BT Vision.
The 118 118 advertising account is currently held by Brooklyn Brothers, which was appointed last year. Other roster agencies include its media planning and buying agency ZenithOptimedia, research agency Workclub and also digital agency 2CV.
Throughout 2010, 118 118 is expecting to expand its transactional capability, which will lead to partnerships with other businesses. It already offers booking capability for selected restaurants.
118 118 was launched in 2003 with the iconic marketing campaign featuring two 118 runners.
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