Carat retains NTL's business-to-business account and online media buying for NTL:home. WWAV's appointment, which follows a competitive pitch involving four agencies including Carat, comes after NTL begins to focus its attention on marketing only to the regions in the UK where it is available.
Aizad Hussain, managing director at NTL:home, said: "This dual agency approach provides us with the expertise needed to accurately target new and existing customers within our cabled areas. NTL is a local business, focused on the 8.4m homes passed by our network. The agencies will be similarly tuned in."
NTL has restructured into six units, each with its own managing director and sales and marketing teams. The pitch was handled jointly by the six marketing directors at the company.
NTL's previous marketing effort has largely concentrated on establishing its identity nationally, with high-profile branding exercises such as the "technology tamed" campaign. The new work will be more regional.
WWAV Rapp Collins media managing director Peter Mitchell said: "We are delighted to be working with such a major player in such a dynamic marketplace. We look forward to providing highly targeted media solutions combined with robust response analysis, which will help NTL drive its customer acquisition programmes."
The latest campaign will break this spring and its initial priority will be to promote broadband internet, digital TV and its telephony bundle, which includes telephone, TV and internet.
The work will run across regional press and outdoor, as well as door drops.
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