Hutchison Whampoa 3G, the third-generation mobile telecoms group,
has kicked off the search for a media agency after handing its creative
account to TBWA/London, bringing to an end the biggest UK advertising
review of the year.
TBWA carried away the account, which is expected to be worth between
£30 million and £50 million a year, after a final shootout
against Delaney Lund Knox Warren & Partners.
HHCL & Partners was shortlisted alongside the two finalists, but then
eliminated in an earlier round. Saatchi & Saatchi and an undisclosed
agency, which is believed to hold a conflicting account, were also
considered in the early stages.
The appointment of TBWA clears the way for a media agency hunt, and
Hutchison is understood to be already in discussions with agencies.
The win is TBWA's first new-business success since the management
restructure in April. It represents a huge boost to the new management
line-up of Trevor Beattie, the chairman, and Garry Lace, the chief
The success fills a telecoms-shaped gap in the agency's client portfolio
after TBWA pitched unsuccessfully for the Orange account awarded to Lowe
Lintas last year.
"This is a fantastic boost for the agency in a year when new- business
moves have not been quite so prevalent," Paul Bainsfair, TBWA's
president of Northern Europe, said. "To win one of the majors of the
year is very gratifying."
The TBWA pitch was led by Beattie alongside the newly arrived executive
planning director, Neil Dawson, and the managing director, Andrew
The Hutchison 3G review, called in June, was overseen by a high-profile
line-up of marketers, including the Wolff Olins executive creative
director, Doug Hamilton, the former Orange group marketing director,
Lisa Gernon, the Hutchison 3G marketing communications manager, Yael
Voda, and the Hutchison 3G managing director, Colin Tucker.
Hutchison Whampoa paid £4.4 billion to land one of the
third-generation mobile licences awarded by the Government last year,
ending the company's brief absence from the UK market after it sold
Orange to Mannesmann for £20 billion in November 1999.