Astec, the mobile-phone service provider and retailer, has appointed
TBWA Direct to manage a pounds 4m marketing push to support the opening
of new retail outlets across the UK.
The agency will be producing a mix of regional press and radio
advertising and direct marketing to new and existing customers. This is
to be followed by a national branding campaign next autumn.
Astec is ranked around 12th of the UK’s 36 mobile-phone service
providers. The company, which has 22 UK shops at present, is planning to
open two shops a month for the foreseeable future and is the only
service provider to offer access to the Vodaphone, Cellnet and Orange
‘We need to sell to existing customers as well as finding new ones,’
said chairman and managing director David Savage. ‘We are also very
active in the corporate market.’
TBWA Direct won the business after a formal pitch run through Agency
Insight. TMD Carat Manchester has been appointed as the media buying