Vodafone to instigate below-the-line review

Vodafone has begun a full-scale review of its direct marketing business, which is split between Evans Hunt Scott and 141 Communications.

Vodafone has begun a full-scale review of its direct marketing

business, which is split between Evans Hunt Scott and 141

Communications.



Both incumbent agencies are thought to be expecting a brief

imminently.



Other non-roster agencies have also had discussions with the mobile

phone operator and it is understood that a final list has been drawn up.

The review does not affect the Vodafone Retail business, which is

handled by 141 Communications.



EHS’s major responsibility is for the Vodafone Advantage loyalty

programme, to which it was appointed in August 1997. The scheme rewards

users with Air Miles points for money spent on calls and line

rental.



It is thought that some of EHS’s activity will be safe from the

review.



Neither incumbent would comment, although it is believed that both had

been expecting it for some time after last year’s changes in Vodafone’s

marketing department.



A major reshuffle, which saw the departure of Mike Webb, the marketing

director, last June, led to the appointment of One2One’s marketing

director, Paul Donovan, to the post.



Additionally, Helen Keays moved over from Vodafone Retail to head the

newly created brand and advertising unit.



Neither BMP DDB, which handles Vodafone’s advertising and developed the

’words’ theme, nor its media agency, BMP OMD, are affected.



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