NTL hands Miller Bainbridge £3m business account

April 18, 2002

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NTL hands Miller Bainbridge £3m business account

Beleaguered cable company NTL has handed its entire business ad account to Miller Bainbridge in a move that ends J Walter Thompson's hold on the business.

The agency is charged with re-evaluating NTL's communications strategy as it strives to grow its 75,000-strong business customer base. NTL faces competition from BT, Colt Telecom, Energis and alternative telecoms carriers such as Thus .

NTL hired Miller to create all its business-related direct marketing work last October and has now increased its remit to include above-the-line ads. It began the £3m review late last year (Marketing, November 29, 2001), but its financial problems delayed a decision.

NTL split its business offering at the start of this year into a retail arm offering web and telephony services to small firms, and a managed network services arm providing big businesses with telecoms infrastructure.

Miller Bainbridge won the account in a pitch against Ogilvy & Mather and Banner Corporation. Incumbent JWT, which retains the NTL:Home account, did not repitch.

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