It has appointed Tequila\London to lead its revival, which will be supported by high-profile TV, radio, outdoor and print advertising, as well as heavyweight direct marketing.

The activity will be direct-response-led, with Conduit shifting its focus from expensive brand campaigns.

Previously, advertising for 118 888 was managed by Euro RSCG London, which was responsible for its "superheroes" campaign, voted Marketing's most irritating ad of the year in 2003.

Conduit had ambitious plans for 118 888 at its UK launch in March 2003, ahead of the deregulation of the directory enquiries market and aimed to support the move with a £40m adspend over the next three years.

However, its advertising onslaught and aggressive pricing failed to have an impact on the market, which, according to a National Audit Office report earlier this month, is dominated by just two providers -- The Number's 118 118 and BT's 118 500 -- despite the presence of 30 in the market.

Following a review of its marketing, Conduit plans to focus on its service-based propositions; a shift from its launch strategy, which was based on price.

Rival The Number is in the throes of pan-European expansion. Earlier this month, its founder and chief executive, Chris Moss, stepped down to take the role of European chairman, overseeing its move into France and Italy.

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