Mobile telecoms supplier 1st Line Mobile Communications has been
forced to reschedule advertising and cut its marketing spend after its
call centres failed to cope with response to an advertising campaign
featuring Melinda Messenger.
1st Line, which supplies post-pay mobile packages, launched the pounds
12m national direct response campaign in September. But customers
experienced difficulties getting through to call centres and delays in
Last Saturday, 1st Line replaced its national press advertising with a
printed apology from managing director, Martin Bateman, saying its
handling of the situation was ’obviously not acceptable’, while blaming
A spokesman for 1st Line said it had cut back its marketing budget to
ensure customers received ’the right level of service’. It has postponed
some of its November TV advertising until January and has moved some ads
to cheaper slots, in the evening, when its lines are less busy.