UPC taps Wieden for European campaign

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[London] UPC Broadband, a division of Liberty Global, appointed Wieden & Kennedy, Amsterdam, to reposition the brand and create its first pan-European campaign. Liberty Global is the largest broadband cable operator outside the U.S. and UPC is the largest cable network in eight European countries.

Wieden & Kennedy's work, expected to run early next year, will be the first to promote the combined services of UPC in Europe-video, high-speed Internet, telephone, mobile and cable-as one package. UPC, suffering from a poor reputation for customer service and fulfillment, will address those issues and communicate its new approach in the campaign. Wieden's appointment was made by Michaela Adami-Schrott, VP-marketing communications for UPC Broadband Europe, after a pitch. There is no incumbent, and locally appointed agencies will continue to handle work in different countries. Wieden & Kennedy was also named separately to launch UPC Digital TV in the Netherlands.

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