The agency has been briefed to provide a launch campaign to educate people travelling overseas about cutting the cost of keeping in touch with friends and family while on the move. Ritesim sells local prepaid simcards for business and tourist travellers.

John Butterfield, Ritesim co-founder, said: "With a combined 24 years' experience in telecoms, the Ritesim team wanted to provide a cost-effective solution for communicating with friends, family and business colleagues while away from their home country.

"As parents, we understand the importance and peace of mind that comes with knowing your children can contact you easily when travelling."

James Brooke, Rooster MD, said: "Ritesim is providing a much-needed solution to the expensive and often difficult situation of communicating with friends and family while abroad.

"We fought hard to win the business demonstrating that both Ritesim and Rooster are at the forefront of their respective industries.

"There is a huge gap in the market for Ritesim's product offering and we are looking forward to driving awareness in the UK."