MmO2 picks PHD to handle £150m Euro media for O2 brand

MmO2, the newly demerged division of BT, has appointed PHD to

handle the pan-European media strategy for the mobile phone brand


PHD will co-ordinate O2's £150 million pan-European media spend.

The BBDO network, including Abbott Mead Vickers BBDO in the UK, was

confirmed as mmO2's creative agency last week.

O2 did not previously have a pan-European media strategy agency as it

previously had different brand names in each local market. These names

were BT Cellnet in the UK, Telfort in Holland, Interkom in Germany and

Digifone in Ireland. PHD worked on the Cellnet business but has extended

its reach across other markets.

There will be no change to O2's existing media buying arrangements,

which will continue to be handled by agencies in local markets. BT's UK

buying is split between Zenith Media and The Allmond Partnership.

The appointment was made by mmO2's vice-president of global marketing,

Will Harris, who is seeking to ensure consistent brand values across O2

territories. Harris has also appointed Agency Republic to co-ordinate

the O2 brand online.

MmO2, formerly known as BT Wireless, began trading on Monday and had a

successful first day on the stock market, with its share price climbing

by 5p to 84p.

PHD's appointment coincides with the departure of O2's head of brand and

marketing communication, Tracy Hirth. Garrison Macri was recently

appointed as the director of brand and marketing services. Hirth had

played a key role in BT Cellnet's sponsorship of Big Brother, which was

planned and created by PHD.

- Spotlight, p12.

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