Giffgaff drops agency model for collaborative approach

Giffgaff, the mobile network owned by O2, has changed the way it uses agencies as it seeks a more collaborative approach to ad campaigns.

Giffgaff: most recently worked with Fallon on its advertising
Giffgaff: most recently worked with Fallon on its advertising

The company had previously used one lead creative agency – most recently Fallon – but will now work directly with shops and individuals on an ad hoc basis.

Teasers for a new campaign, called "#heyyou", launch tonight (Thursday). The TV spot will be unveiled next Friday and be supported by print, outdoor and direct response activity. It is targeted at 16-to 24-year-olds.

The work was created by Pensacola, Riff Raff, Champions of Culture and Canada London. Lucky Generals handled the initial strategic development.

Giffgaff’s brand director, Tom Rainsford, said: "During this process, we have worked with a range of different people, some individuals and some small independent agencies, each bringing their own view and expertise.

"Some of them input at different stages and for varying lengths of time. Some only for a couple of days and others longer. After all, no one person or agency will have all the answers to all the questions.

"Collaboration is more important today than ever before."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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