One2One calls review of pounds 8m direct account

By IAN DARBY, campaignlive.co.uk, Friday, 08 December 2000 12:00AM

One2One, the UKs fourth-largest mobile phone operator, is reviewing its pounds 8 million direct marketing account.

One2One, the UKs fourth-largest mobile phone operator, is reviewing its pounds 8 million direct marketing account.

WWAV Rapp Collins has held the business since June 1997, when it was appointed to develop customer loyalty and business-to-business projects.

One2One will appoint an agency for its UK account only, despite its recent acquisition by Deutsche Telekom. Recent reports have suggested that Deutsche will rebrand the operation as T-Mobile, the name of its main mobile service in Germany.

Margaret Burke, One2One's general manager of brand development and communications, was unavailable for comment. However, Campaign has spoken to three agencies which have all been approached to pitch for the business.

It is unclear whether WWAV has been invited to repitch for the account.

It confirmed the account is being reviewed. The agency has developed a series of campaigns for One2One this year, which include a programme targeting police officers with the benefits of the network.

WWAV also handles regular communications to existing customers and has run direct mail campaigns targeting Vodafone, BT Cellnet and Orange customers with offers to switch to One2One.

The appointed agency will be expected to develop ways of successfully supporting the One2One brand advertising, which is handled by Bartle Bogle Hegarty. Business which is held by BBH and Starcom Motive, One2-One's media agency, is not being reviewed.

One2One has attempted various strategies to close the gap on the other three main UK mobile operators, all of which have more customers. It has a partnership with Virgin Mobile, which uses One2One's network to supply its customers with mobile services.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs