NEWS: Vodafone in pounds 10m hunt for new shop
By EMMA HALL, campaignlive.co.uk, Thursday, 12 January 1995 12:00AM
Vodafone is seeking an agency to put its mobile phone network back on the map in a pounds 10 million branding campaign planned for the spring.
Vodafone is seeking an agency to put its mobile phone network back on
the map in a pounds 10 million branding campaign planned for the spring.
BMP DDB Needham and Duckworth Finn Grubb Waters are fighting it out for
the business and a result is expected next week.
The network is also understood to be touring media agencies to examine
the possibility of holding a separate media pitch for the branding
Vodafone, which became the UK’s first mobile phone network when it
launched back in 1985, plans to retain its incumbent agency, Leopard,
where the account is headed by the joint chief executive, Roy Warman.
However, the new agency is expected to take control of the high-profile
new consumer branding campaign and make use of a twofold budget
Vodafone’s other operations include a paging service, retail and direct
Andrew Melsom, managing director of the agency selection company, Agency
Insight, is running the pitch.
However, he referred enquiries to Terry Barwick, head of corporate
communications at Vodafone, who confirmed: ‘We are about to appoint a
second agency, but Leopard will be kept on.’
Barwick continued: ‘The market has moved up a gear and the majority of
our spend will now move into consumer TV advertising - but we won’t take
our eye off the business ball.’
An industry insider commented: ‘Vodafone is the network most threatened
by newcomers to the market because it has no strategic direction and no
Cellnet, Vodafone’s main rival, recently stepped up its marketing
activity with a TV campaign through Abbott Mead Vickers BBDO. Of the two
newer networks, Orange spent pounds 14 million through WCRS last year
and Mercury One-2-One appointed Bartle Bogle Hegarty to its pounds 10
million account last summer (Campaign, 30 June 1995).
Leopard created its only major TV campaign for Vodafone in August 1994,
shortly after it won the full account, with an ad starring the comic
actress, Dawn French.
This article was first published on campaignlive.co.uk
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