Telecoms operator Opal has appointed IAS b2b Marketing to devise a new customer contact strategy for the company, which is the business-to-business division of The TalkTalk Group.

The campaign will aim to improve customer experience for the firm's 140,000 customers.

Cheshire-based IAS says it developed a "fully integrated and segmented customer contact strategy that will look at the total customer life cycle, from the initial sign-up, through to the point of contract renewal".

Rob Morrice, managing director at IAS, said: “Effective marketing is never more important than in an economic downturn and its is great that a leading industry player like Opal is investing in solid B2B communications that will secure and strengthen its market leading position going forward.”