Mobile network Three calls ad review

Three, the mobile phone company, is plotting a review of its £16 million advertising account.

Three: advertising review
Three: advertising review

The network, which is owned by the Chinese telecommunications company Hutchison Whampoa, has approached a number of agencies with an initial request for information.

Three currently uses Glue Isobar to handle its advertising business after it won the account without a pitch in December 2008 to add to its digital remit for the telecoms company.

Euro RSCG had previously been the incumbent on the advertising business, but Three moved the account into Glue as part of an renewed effort to put a greater focus on digital in its ad campaigns.

The move was seen at the time as Glue’s chance to prove that it had the ability to be the lead agency on a major UK account.

It’s understood that Glue will be offered the chance to retain its position as Three’s digital agency, with a newly appointed agency responsible for the brand’s above-the-line advertising work.

During its time working on the business, Glue was responsible for creating two high-profile ad campaigns for the Three. Its most recent work, which broke in May, was a £7 million campaign themed on the boxing film Rocky.

The campaign included TV, cinema, poster, press and online work, and aimed to highlight the lengths that the company’s staff will go to help Three become the UK’s largest 3G network.

Other agencies on Three’s roster includes Mindshare, which has overseen the brand’s media planning and buying business since 2002, and Targetbase Claydon Heeley, which handles direct marketing.