Talk Talk goes direct to woo public
Talk Talk is embarking on its first acquisitional direct marketing campaign in two years, following the disastrous launch of its free broadband offer in 2006.
The telecoms company, which ruffled feathers in 2003 when it challenged BT's monopoly by offering free phone calls, is now attempting to build a stronger reputation in the broadband market.
Talk Talk is embarking on a large-scale direct marketing campaign, designed to encourage customers to sign up to its free broadband offer. A mailpack, created by WDMP, is being sent out from the beginning of June with the strapline across the envelope, 'Talk Talk Home of Free Broadband'.
Under the leadership of new managing director Wendy Becker, marketing director Dominic Stinton has been given the brief of raising awareness of Talk Talk.
Becker joined Talk Talk in March of this year following the departure of David Thatcher. She joined from management consultancy McKinsey.
Talk Talk is also investing in a partnership with Channel4.com, which will involve six online programmes hosted by Amanda Lamb and Naomi Cleaver on how to combat the credit crunch.
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