Vodafone calls UK direct marketing review

Vodafone is holding a review of its UK direct marketing account, currently held by Partners Andrews Aldridge.

Vodafone: calls DM pitch
Vodafone: calls DM pitch
The telecoms company has approached network agencies with a request for proposals, and is due to draw up a shortlist of agencies to pitch for the business later this month.

The account incorporates all of Vodafone’s DM, CRM and eCRM activity, across both its business-to-business and consumer categories.

PAA has held the business-to-business account since 2005, and added the consumer work in 2007 following a pitch against the incumbent, Lida.

During its time working on the account, the agency has produced a number of award-winning campaigns, including "Lewis called", which sent business executives a Vodafone BlackBerry containing a voicemail from the Formula One driver Lewis Hamilton, who invited each recipient to join him on a track day.

Bartle Bogle Hegarty handles the majority of Vodafone’s advertising. The brand’s digital work is handled by Dare, while OMD oversees media planning and buying.

BBH recently launched a new campaign for Vodafone that aimed to show how the network played a vital role in connecting friends and family at important times.