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NTL has drafted in the brand identity guru Martin Lambie-Nairn to

be its creative director, briefing him to oversee all aspects of how the

NTL brand is communicated.

Lambie-Nairn will work on a consultative basis for NTL and will spend

two to three days a week at the cable giant, along with a team from his

brand consultancy, Lambie-Nairn.

He will work alongside NTL group marketing director Mike Hounsell and J

Walter Thompson, which handles NTL's above-the-line work, to examine all

aspects of consumers' experience of the NTL brand.

His brief will cover on-screen branding, branding of vans and bills, and

the consumer's experience with the brand through call centres and

customer service, as NTL attempts to improve its brand experience.

However, while Lambie-Nairn has been given a wide-ranging brief it is

not thought that he will propose changes to NTL's green and purple logo,

which was devised by Basten Greenhill Andrews.

The appointment of Lambie-Nairn is part of NTL's current focus on

achieving excellent customer service in a bid to position itself as the

leading broadband service provider.

It follows an aggressive 18-month period of activity that has seen it

acquire 11 companies and invest pounds 7.5bn in rolling out its

network.

On May 8 the company revealed that it was on target to meet its 2001

target of 1.25 million digital subscribers and 100,000 cable modem

subscribers.