HPT parts with Virgin Mobile after Vodafone pitch victory

HPT Brand Response has resigned its Virgin Mobile business to take on the entire consumer direct marketing business for Vodafone after a three-way pitch.

HPT Brand Response has resigned its Virgin Mobile business to take

on the entire consumer direct marketing business for Vodafone after a

three-way pitch.



Vodafone’s incumbent agency on the ’Rewards’ loyalty scheme, Evans Hunt

Scott, also pitched for the business but lost out in a final

head-to-head.



The third agency, Clark MacKay & Walpole (formerly CMB), was knocked out

after the first round. EHS’s position on the roster is unaffected by

HPT’s win.



Virgin Mobile appointed HPT alongside its parent advertising agency,

Rainey Kelly Campbell Roalfe/Y&R, last autumn but HPT declined to renew

the six-month contract in March.



HPT’s task for Vodafone will be to develop a number of customer

acquisition and development programmes for its 8.5 million customers as

well as potential new ones, which will be the first time that a coherent

strategy has been put in place across the entire brand.



Between the three founding partners, HPT has notched up years of

experience on telecoms brands. Tim Patten has been both the head of

advertising and new media at BT while Martin Troughton was its head of

direct marketing as well as servicing the Vodafone Retail account when

he was the managing director of Bates Communications.



Steve Harrison worked on the BT account for seven years at OgilvyOne.