Mobile phone firm searches for direct marketing agencies

Carphone Warehouse, the mobile phone retailer, is looking to build its first roster of direct marketing agencies.

Carphone Warehouse, the mobile phone retailer, is looking to build its first roster of direct marketing agencies.

The search for agencies has been instigated by Michelle Henderson, Carphone Warehouse's first ever head of direct marketing. She will look for more than one agency to work on building closer relationships with mobile phone buyers.

Until now Carphone Warehouse has used direct marketing only sporadically, hiring FFwd Precision Marketing and Mediator as preferred agencies for projects. However, as the mobile telecommunications market becomes more saturated, it wants to build closer relationships and keep customers loyal.

Henderson, who joined Carphone Warehouse from ntl, has yet to put together a pitchlist for the business and said internal issues have to be resolved before a brief and budget are decided upon. She said: 'This is a new area for Carphone Warehouse so I have a blank piece of paper.'

Carphone Warehouse will look to build relationships with many of the 42 million mobile phone users in the UK. It is also installing a service called in the WAP phones it sells offering callers a shopping service.

Carphone Warehouse uses TBWA/London for creative and Matters Media and Unity for planning and buying. These accounts are not being reviewed.

Its most recent TV advertising is a pounds 3 million campaign based around a Blind Date-style gameshow.

As well as TV campaigns Carphone Warehouse is also increasingly looking at sponsorship. Last October it signed a deal with Virgin Radio to sponsor the then Chris Evans Breakfast Show.

Carphone Warehouse recently promoted its marketing head, Jonathan Hook, to the role of marketing director.


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