AMV in line for £150m task to relaunch Wireless as O2

Abbott Mead Vickers BBDO has begun work on the rebranding of BT

Wireless as O2, and the agency is expected to be given lead status on

its £150 million pan-European relaunch.

AMV's managing director, Cilla Snowball, confirmed that the agency was

working with O2, although no announcement on the company's pan-European

agency arrangements has yet been made.

Meanwhile, St Luke's has been given a vote of confidence from BT, which

has switched its £14 million business account to the agency from

M&C Saatchi.

BT said this week that the move was a reward for St Luke's "excellent"

work on the "More connections. More possibilities" TV campaign, released

in June this year.

However, BT said that M&C Saatchi will remain on its roster to work on a

number of projects, but didn't name any.

The delay in announcing the appointment of AMV to extend its work on BT

Cellnet and Genie in the UK to other rebranded BT Wireless operations in

Germany, Holland and Ireland is thought to be because of the

sensitivities involved in changing local agency arrangements.

The likelihood of the BBDO network being appointed across Europe is

strengthened by the close relationship between BBDO's European head,

Michael Baulk, and Peter Erskine, the O2 chief executive.

It remains unclear whether Zenith and the Allmond Partnership, which

handle media buying for BT Cellnet and Genie in the UK, will work on the


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