CLOSE-UP: CLIENT OF THE WEEK - One2One builds on IPA award. Tim Yates has no desire to rest on One2One’s current laurels, Jade Garrett says

Tim Yates is the new kid on the block. One2One’s marketing director has been on board just six months but has already had the pleasure of seeing the brand win Best New Entrant at the recent IPA Effectiveness Awards (Campaign, 20 November).

Tim Yates is the new kid on the block. One2One’s marketing director

has been on board just six months but has already had the pleasure of

seeing the brand win Best New Entrant at the recent IPA Effectiveness

Awards (Campaign, 20 November).



The famous ’who would you like to have a One2One with?’ campaign will

continue, but Bartle Bogle Hegarty’s brief has been extended to cover

issues crucial to consumer choice. The latest spot, starring Stuart

Hall, focuses on cost - advising customers that ’with more free minutes

for your money, our mobile phone network really gets people

talking’.



’We already have a big famous brand but we wanted to talk about value

and demonstrate that users can now talk for longer,’ Yates explains.

’Hall illustrates the point perfectly in his own flamboyant style.’



In the run-up to Christmas, One2One is hoping to win about

one-and-a-half million customers. ’The mobile phone market penetration

is at about 20 per cent and we are expecting huge growth over the new

few years, but the Christmas quarter is a highly competitive time for

us,’ Yates says.



A new commercial, which will air in early December, involves Chris Evans

(in his first on-screen advertising appearance) telling us he’d like to

have a One2One with John Lennon. The campaign will be backed by press

work, due to break in the next few weeks, and a Christmas ’lunch-time’

promotion where new customers can take advantage of free calls between

12 and 2pm until June 1999.



Yates believes recent advertising from One2One has championed the growth

in personal usage and prepared the brand for ’portability’, where users

can change networks but retain the same phone number.



On a more personal note, Yates has to juggle his busy schedule around

his four-week-old son, Harry, but says that despite the demanding

workload, he is thriving on the challenges of his new role.



’Most days are hectic but I love working in this environment,’ Yates

admits.



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