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Digital UK picks Rapier for pounds 7m direct task.(Digital Union UK Ltd.)(Brief Article)
Digital UK, the organisation co-ordinating the switch-over from analogue to digital TV, has handed Rapier its pounds 7 million direct marketing brief.
Rapier won the four-year contract in a final shoot-out against Proximity London. Partners Andrews Aldridge and OgilvyOne were knocked out at an earlier stage.
The agency will work alongside Digital UK's ad agency, Abbott Mead Vickers BBDO, and its media agency, MediaCom, to help convert the remaining non-digital viewers in the UK.
The timetable for switch-over was announced in September by Tessa Jowell, the secretary of state for culture, media and sport. It will take place region by region, beginning with the Border TV region, between 2008 and 2012.
Rapier's first task will be to create leaflets for households in the Border TV, Westcountry and Wales regions, for delivery in spring.
Jane Ostler, Digital UK's head of marketing, ...
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