JDA replaces rivals to develop KCOM TV push
Following a four-way pitch, The JDA Group has launched a new campaign for communication solution provider KCOM.
JDA has developed creative concepts for the firm’s Know Directory brand, while sister company Drama has been responsible for planning and buying the media for the campaign.
KCOM, formerly Kingston Communications, is understood to have been in talks with eight suppliers before hosting a creative-led pitch involving four agencies in August. JDA managing director, Mike Ashton revealed the agency would be taking KCOM onto TV for the first time in a two-channel campaign that will also include outdoor advertising. “We wanted to keep it simple and effective,” he commented. “Whereas in the past, the firm used a combination of lots of media, we’re focusing on where they can get the best return. Being able to measure advertising’s success will also be very important to the activity.”
Before the appointment, the account was split between Propaganda and MediaVest Leeds media.
Nick Thompson, marketing director for KCOM, said: “We launched the Know Directory in September 2006 and worked with two agencies to develop the strategic approach...Propaganda did a fine job in delivering the original strategy for the directory, but we now feel it needs different attention.”