MindShare wins Hutchison 3G mobile task

MindShare has defeated MediaCom in a head-to-head battle for the

£30 million pan-European Hutchison 3G media account.

Hutchison, which launches its third-generation mobile phones in the

summer, kicked off its pitch in August and initially saw presentations

from Manning Gottlieb Media, CDP Media and Carat UK, as well as

MindShare and MediaCom.

MindShare, and its subsidiary mdigital, will plan and buy on- and

offline media across the territories where the service will be

available. It will work in conjunction with TBWA/London, which was

appointed to handle the creative account at the end of last year.

Hutchison has licences to operate in five European countries as well as

Australia, Hong Kong and Israel.

Simon Rees, the chief executive of MindShare, said: "This is magnificent

news and a testament to the fact that MindShare is well equipped on a

number of fronts to launch a communications channel of the future."

The pitch was overseen by Lisa Gernon, formerly of Orange, who joined

Hutchison to lead its marketing team last year.

"MindShare clearly demonstrated the best understanding of us and our

needs with the right mix of skill and experience," a Hutchison 3G

spokesman commented.

Hutchison bought its UK 3G licence in May last year for £4.4

billion, ending the company's brief absence from the UK market after it

sold Orange to Mannesmann for £20 billion in November 1999. Last

week, Hutchison signed a five-year content deal with BBC Technology

which will provide its network with audio-visual content.

Hutchison 3G is expected to offer services such as stock market

information, footage of football matches, music and videophone


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