Centralised Vodafone task goes to Optimum

Vodafone has abandoned talks with agencies about its pounds 30 million media planning and buying account, and has centralised the business directly into BMP Optimum.

Vodafone has abandoned talks with agencies about its pounds 30

million media planning and buying account, and has centralised the

business directly into BMP Optimum.



Optimum, which held the pounds 15 million Vodafone account, picks up the

retail brands, Talkland and Peoples Phone, which went through the Media

Business and Frontline Media respectively. Optimum’s sister creative

agency, BMP DDB, was appointed in July to handle Vodafone’s rebranding

campaign after the mobile phone giant streamlined its brand portfolio

under the single Vodafone name.



A Vodafone spokesman said: ’We intend to centralise our account with BMP

Optimum. The account is worth up to pounds 30 million with the new

branding.



The media buying mix will continue as before and we intend to build a

high-level consumer campaign.’



Vodafone began to trawl for a media agency in July (Campaign, 4 July)

but did not get as far as seeing formal presentations.



BMP has handled media planning, buying and creative services for

Vodafone since January 1996, after gaining the account from the

full-service agency then known as Leopard.



News of Optimum’s appointment comes in the same week that Vodafone

launches a pounds 15 million campaign to highlight the rebranding of

Peoples Phone and Talkland and to promote the company’s new identity

(story, p7).



In the 12 months to June, Peoples Phone spent just under pounds 8.1

million on advertising, while Talkland invested just under pounds 3

million. The pounds 30 million budget for the next year includes

additional spend to be pumped into advertising the relaunch.



Vodafone is anxious to maintain its consumer presence in the face of

aggressive tactics by its competitors, Cellnet and Orange. Vodafone,

launched in 1985, was the first mobile phone company but, until last

year, its advertising was dwarfed by that of its two main rivals.



Paul Taylor, the managing director of BMP Optimum, was unavailable for

comment as Campaign went to press.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content