CABLE & WIRELESS COMMUNICATIONS is set to roll out a digital image, created by Nucleus, as the identity for its digital cable service launching on 1 July. CWC will be the first cable firm to launch a digital TV telephony and Internet service to rival satellite and terrestrial broadcasters SkyDigital and ONdigital. Nucleus has been working as CWC’s lead consultant for a year, and was recently appointed to the digital work. Rostered consultancy Skidmore Turnbull Group is producing the bulk of consumer literature for the launch, and at least one further roster agency is expected to be given consumer literature work. The CWC roster also includes Interbrand Newell and Sorrell, Revolution, Birddog, Thumb and The Team, plus new media groups AKQA, USP and PresCo. The digital device will appear alongside CWC’s current marque on literature, set-top boxes and handsets, electronic programme guides and in-store material. It will also be used on all marketing communications, which are still being devised. CWC brand manager Alex Butler says: “Nucleus is the lead design consultancy for our digital branding and has been working with us for more than 12 months. It has great experience in this area. We took it on as a consultant for the digital launch, but it was logical for it to do the design as well.” CWC senior marketing specialist Karen Richards says the group is also working on the “in-store environment” in preparation for the service’s launch “for high street retailers and concessions”. Four of CWC’s roster groups are understood to be involved.
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