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UK broadband provider Plusnet has chosen marketing agency Karmarama to take control of its £20 million integrated advertising account.

The Sheffield-based internet service provider (ISP), a subsidiary of BT, awarded the contract after receiving rival pitches from MCBD, Swarm and McCann Erickson Manchester.

Karmarama's first major project will be directing the national launch of the Yorkshire ISP, which is expanding operations around the UK.

Plusnet hopes the agency will help raise awareness of its internet offering, help attract new subscribers to its broadband deals, and strengthen its relationship with existing customers.

Nick Rawlings, Commercial and Marketing Director at Plusnet, commented: "Throughout the pitch process Karmarama demonstrated real creativity and vigour in conveying an understanding of our business and the challenges at hand."

He said the ISP was "delighted" to be working with the company.

Last week, Plusnet announced that customers registering for its entry-level Value broadband package could benefit from a temporary price reduction.

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