Phones 4U selects BDH TBWA to handle pounds 20m creative account

Phones 4U, the ambitious retail mobile phone operation mounting a challenge to Carphone Warehouse and Vodafone, has chosen Manchester's BDH/TBWA to handle creative work on its pounds 20 million account.

Phones 4U, the ambitious retail mobile phone operation mounting a challenge to Carphone Warehouse and Vodafone, has chosen Manchester's BDH/TBWA to handle creative work on its pounds 20 million account.

MediaVest in Manchester has been awarded the media buying task on the assignment, which is aimed at driving more customers into Phones 4U stores as well as generating direct sales using TV, press, internet and affinity marketing.

BDH has resigned Club Mobile, the mobile phone selling operation whose account it has held for a year.

A number of undisclosed agencies pitched for the task, part of an aggressive expansion plan by John Caudwell, the Phones 4U multi-millionaire founder.

He plans to invest pounds 50 million into the chain, which intends to double its current 100 stores nationwide by the end of the year, creating more than 1,000 new jobs.

James Wright, the head of sales and marketing at Phones 4U, said: 'We operate in an intensely competitive area, so it's vital that we stand out. BDH has demonstrated the kind of strategic imagination we are looking for to achieve this.'

Carol Smith, the BDH board account director responsible for the business, said: 'Phones 4U is a rapidly growing company with genuine ambition which makes it an exciting proposition.'

The Caudwell group is the UK's largest mobile phone distributor and turnover is expected to exceed pounds 1 billion during this financial year.



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1 Job description: Digital marketing executive

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).