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
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