PocketPhone hunts ad agency to create first branding push

PocketPhone Shop, the independent mobile phone retailer, has approached at least four London agencies about a major advertising initiative for the high street brand.

PocketPhone Shop, the independent mobile phone retailer, has

approached at least four London agencies about a major advertising

initiative for the high street brand.



Leo Burnett, J. Walter Thompson, Bartle Bogle Hegarty and

McCann-Erickson have all been invited to pitch for the company’s first

major advertising burst.



PocketPhone, which has more than 120 outlets throughout the UK, opened

its first London store in the Strand last August. The company, based in

Slough, was founded in 1994 by Simon Jordan, who learned about the

mobile phone sector while working for Carphone Warehouse.



Jordan is known for employing controversial marketing and public

relations tactics. He is spending pounds 250,000 in order to maintain a

team of mystery shoppers to inspect customer service in all of the

chain’s outlets and he will invest the same amount on two-way cameras so

that he can check up on staff performance at all times.



He started legal proceedings against Ulrika Jonsson last year after she

allegedly failed to turn up to a number of promotional appearances for

the PocketPhone Shop.



The company, which took on Christine Shead as its marketing manager last

August, is built on a similar model to Carphone Warehouse - its chain of

shops sell packages from all four of the UK’s mobile phone networks.



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