O2 seeks agency to handle B2B DM account

O2 is looking for an agency to handle its business-to-business direct marketing account. The mobile telecoms company has approached a number of agencies directly as it aims to ramp up its B2B activity, which has declined in recent years.

O2…launched Narnia-inspired ads earlier in February
O2…launched Narnia-inspired ads earlier in February

O2 will appoint an agency to work across all of its communications with business audiences, including maximising the use of sponsorship properties such as The O2 arena in South-East London and its involvement with the England rugby union team.

The review follows a change in O2's marketing department last year, which saw the exit of its head of B2B communications, Stephen Mills.

In 2003, O2 consolidated its £23 million DM account into Archibald Ingall Stretton. However, over the past couple of years, O2 has used a number of different agencies including Stephens Francis Whitson on an ad hoc basis.

AIS's relationship with O2 on the consumer DM account is unaffected by the business-to-business review.

Earlier this month, O2 unveiled a fresh advertising strategy across all of its products and services, featuring a Narnia-inspired fantasy world created by VCCP.