HPT Brand Response has resigned its Virgin Mobile business to take
on the entire consumer direct marketing business for Vodafone after a
Vodafone’s incumbent agency on the ’Rewards’ loyalty scheme, Evans Hunt
Scott, also pitched for the business but lost out in a final
The third agency, Clark MacKay & Walpole (formerly CMB), was knocked out
after the first round. EHS’s position on the roster is unaffected by
Virgin Mobile appointed HPT alongside its parent advertising agency,
Rainey Kelly Campbell Roalfe/Y&R, last autumn but HPT declined to renew
the six-month contract in March.
HPT’s task for Vodafone will be to develop a number of customer
acquisition and development programmes for its 8.5 million customers as
well as potential new ones, which will be the first time that a coherent
strategy has been put in place across the entire brand.
Between the three founding partners, HPT has notched up years of
experience on telecoms brands. Tim Patten has been both the head of
advertising and new media at BT while Martin Troughton was its head of
direct marketing as well as servicing the Vodafone Retail account when
he was the managing director of Bates Communications.
Steve Harrison worked on the BT account for seven years at OgilvyOne.