Vodafone has handed WCRS its £6 million retail business in a
move that consolidates the advertiser's entire £51 million account
into the agency.
The business was awarded without a competitive pitch. Bates UK was the
incumbent on the retail business, while BMP DDB lost the lion's share of
the Vodafone account in February.
WCRS's task for Vodafone retail is expected to involve repositioning the
400 branch-strong chain from simply being a sales point to the wider
positioning of customer advice centres. The agency's first retail work
for the UK market, which is the largest in Europe, is due to break in
The move comes as mobile phone retailers battle for market share in a
very crowded industry dominated by the Carphone Warehouse, The Link and
The win takes WCRS to the top of Campaign's new-business performance
league, overtaking Bates, which has held the number one position since
it won BSkyB's advertising account at the beginning of the year.
Jason Coward, the managing director of WCRS, said: "This appointment
consolidates our position as Vodafone UK's lead agency. We are delighted
by this vote of confidence from our client."
Vodafone's global business is with Wieden & Kennedy Amsterdam. The
agency is currently airing its first global campaign for the brand.
The company unexpectedly handed WCRS the Vodafone account in February
without a competitive pitch. WCRS had lost its key Orange account the
previous summer to Lowe Lintas.