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.