T-Mobile's One2One rebrand move puts BBH account at risk

The move by T-Mobile, the wireless brand of Deutsche Telekom, to

extinguish the One2One name in the UK in an international rebranding

exercise has put Bartle Bogle Hegarty's hold on the £27 million UK

account in jeopardy.

The network's decision to consolidate its various brands under the

T-Mobile name is likely to trigger a multimillion-pound global ad


It is not yet clear if T-Mobile will look for a single global agency or

continue its strategy of working with individual agencies in local


The move also puts One2One's media agency in the UK, Starcom Motive, on

alert. However, Tim Yates, One2One's managing director, was keen to

stress the strength of his relations with Starcom and BBH. He said: "At

this stage the migration process has yet to be decided, but, as it

happens, we hope that both BBH and Starcom Motive will remain heavily


Starcom and BBH are already understood to have won the launch account

for T-Motion, the company's third-generation portal.

Over the years, BBH has created several campaigns, the most recent of

which stars Gary Oldman and uses the strapline "Life is made of

One2Ones" in television ads.

One2One's rebranding as T-Mobile is due to be completed by the end of

2002. Deutsche Telekom also owns VoiceStream in the US, Max Mobile in

Austria, T-Mobil in Germany and Radiomobil in the Czech Republic. It

also holds interests in the Netherlands, Russia and Poland.