The mobile network operator is ending its relationship with Omnicom's Media Republic as part of a strategy to pool its pan-European media account into Publicis-owned ZenithOptimedia.
O2 has worked with ZenithOptimedia since 2004, when it was appointed to its £33m off-line media planning and buying business.
Sally Cowdry, O2 marketing director, claims the revamped agency structure will allow the firm to benefit from greater efficiencies. 'We need a more integrated approach to planning and buying,' she said.
Media Republic has handled O2's online planning and media buying since 2002.