Vodafone is reviewing its global advertising account and its newly appointed UK creative agency, WCRS, is understood to be pitching for the business alongside Wieden & Kennedy.
The global Vodafone business has been handled by McCann-Erickson World Group, which picked up a brief last October to work on an international rebranding project for the telecoms giant.
WCRS and W&K are thought to be head-to-head in the final round of the global pitch, after Berlin, Cameron & Partners in New York and McCann were dropped from the review at an earlier stage.
The global creative review is part of a wide-ranging overhaul of Vodafone's communications instigated by the global brand director, David Haines.
Haines joined Vodafone last November from Coca-Cola Germany, where he was the president and where he worked with McCann on the Coca-Cola creative account. A global media buying review is expected to follow.
This week's UK creative switch underlines the new strategy at Vodafone.
The business moved from BMP DDB, which had handled Vodafone for five years, to WCRS without a pitch.
The coup means that WCRS has fulfilled its pledge to replace the Orange business it lost to Lowe Lintas last August. WCRS had retained the entire Orange team of 53 people, despite the potentially crippling effect of losing the business, as a sign of its confidence in winning another telecoms account. At the time, WCRS's chairman, Robin Wight, said: 'We have six months left with Orange and we will replace it.'
No-one from Vodafone or WCRS was available to comment on the UK appointment.