Bartle Bogle Hegarty has been handed the task of turning Deutsche
Telecom into Europe’s leading player in mobile communications, backed by
a reported budget of at least pounds 30 million.
Britain and Germany will be priority targets for the first advertising
burst, which will gradually extend across the Continent.
For the German rollout, BBH will co-operate with Springer & Jacoby, the
Hamburg agency with which it vied for the pan-European assignment
alongside Jung Von Matt and Wieden & Kennedy.
The agency appointment is the latest stage of an aggressive expansion
programme by Deutsche Telecom, which acquired Britain’s One2One at the
end of last year and has been in negotiations to buy Freeserve from
Its aim is to match the scale and reach of major rivals such as BT and
the new communications giant created by the merger of the UK’s Vodafone
AirTouch with Germany’s Mannesmann.
’Nobody has a technological advantage,’ an industry source said.
’The object is to get in first and be bigger than anybody else in the
BBH and Deutsche Telecom executives are believed to be meeting this week
to discuss a TV-led campaign to promote the company’s decision to put
all its wireless internet services under one brand.
The brief includes T-Mobile, Deutsche Telecom’s mobile phone operation,
and T-Online, its internet provision via personal computers.
Simon Sherwood, BBH’s group managing director, confirmed the win but
declined to discuss details of the appointment.