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Bulldog makes fresh start

No longer in the doghouse

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Bulldog is kicking off a new marketing campaign today in the hope it can draw a line under the unpleasantness of the last couple of months.

The Cable & Wireless-owned ISP had a rotten summer after being overwhelmed by demand for its broadband service. But its failure to provide the service expected led to hundreds of complaints, an investigation by regulator Ofcom and a public mauling on the BBC's flagship consumer affairs programme Watchdog.

Now, Bulldog wants to make a new start. From today it is running a series of TV, print and online ads to give it a fresh start and to help spruce up its image. The campaign coincides with the launch of a new entertainment portal and a 90-day offer of McAfee security software.

Said Bulldog's top dog Emanuele Angelidis: "Customers want broadband to be fast, simple, good value, easy to use and fun."

Of course, punters also want a reliable service delivered on time, that delivers what is promised and is billed correctly at the end of the month. They also want to be able to pick up the phone and chat to someone (without having to queue for ages) who can put things right if they have a problem.

And Ofcom agrees. Two weeks ago it closed its investigation into Bulldog after receiving assurances that the broadband ISP has introduced a range of measures to improve customer service.

Bulldog has also promised to compensate punters who were with the ISP back in July during the worst of its problems. And it's agreed to update Ofcom each month to ensure that the problems that dogged the service do not recur. ®

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