JDA wins KCOM advertising and media account

The contact centres and directory publishing arm of UK communications provider KCOM Group has awarded its advertising and media planning account to Leeds-based creative agency The JDA Group.

Supported by Drama, the media planning aim of JDA, the creative team have produced a series of regional TV and outdoor ad campaigns designed to communicate the benefits of KCOM's contact centre and publishing services within areas such as Doncaster and Bradford, helping to reinforce the message that KCOM's regional telephone directory 'Know' is a local business directory for local communities.

Speaking on the appointment, Sean Clifford, Account Director for The JDA Group, stated: "We are delighted to be working with such a dynamic and forward-focused organisation; KCOM has built a world-class business - winning the KCOM account is a true reflection of the type of clients we work with, which in turn allows us to maintain our position as being one of the best creative agencies in the UK".

Nick Thompson, Operations Director for KCOM's publishing arm, commented: "The JDA Group's appreciation of what we want to achieve, and the originality of their proposal, gave us confidence and complete assurance that they could deliver results.

"We are operating within a highly competitive market and in order to maintain our position we have to work with agencies who have a complete understanding of our objectives, and who can support our brand values and business offering".

The ongoing advertising campaign uses creative messaging to build understanding for the benefits associated with 'Know' and KCOM's 118 800 directory enquiries service.

The TV campaign created by JDA is based on a character called Kay, a tour guide who travels around different areas throughout Yorkshire on a branded coach full of tourists in search of a variety of local businesses, such as restaurants, builders and beauty salons.

To support the TV advertising programme, an outdoor campaign using streetliners has been developed.

The streetliners have been strategically placed along key routes to maximise the overall message and reinforce the benefits associated with using 'Know' and the 118 800 service.

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