Directory calls in Anderson Norton

Anderson Norton has created an identity for 118 800, the cheapest of the new breed of directory enquiries providers aiming to take over the mantle of BT’s 192 service, which ended last weekend.

Operated by Directory Enquiries UK, 118 800 is a ‘no-frills’ brand that is positioning itself as ‘the directory enquiries company that understands business’, although Anderson Norton managing director Justin Anderson anticipates most of its customers will be domestic users.

Without the funds of big name rivals like BT and the Wolff Olins-designed The Number, 118 800 is largely reliant on ‘word-of-mouth’ marketing. Applications have so far been restricted to stationery, a CD-Rom and a website featuring a cost calculator to show businesses how much they could save.

According to 118 800 marketing manager Howard Sandom, the consultancy was briefed to bring ‘some pace and character’ to the brand and create a strapline that would be ‘integral’ to its offer.

‘We believe people are looking for a courteous call at the cheapest price,’ he says.

Anderson Norton was appointed without a pitch and designer Stephen Carpenter was responsible for the identity.

118 800 costs 19 pence per minute with a minimum charge of one minute. That is a penny less than 11 88 88 and substantially cheaper than BT’s own 118 500 and The Number’s 118 118, which both levy a combined time and one-off connection charge.

Latest articles


Michael Wolff: “Why all the poor logos?”

Michael Wolff scrutinises recent logos which he believes have fallen short and offer little more than “visual nonsense” as he assesses where they’ve gone wrong and how they could have been designed differently.


Offset Sheffield: 5 talks to catch

Design conference Offset has been going since 2008, taking over Dublin for three days a year with inspirational, educational and amusing talks from an array of well-known and up-and-coming designers. Having started up a London festival last year, it hits Sheffield for the first time in 2016, and will feature 60 speakers across two stages. We’ve put together a handful of must-see talks.