The Week: Adam & Eve wins pitch for £7 million Phones4U account

Adam & Eve has landed the £7 million Phones4U advertising account after a pitch against WCRS, the incumbent, and Mother.

The agency, which will now create all the company's above-the-line advertising, has initially been briefed to create a new brand positioning for Phones4U. The approach is expected to move away from the current work, which is based on a series of bizarre characters.

Russell Braterman, the director of marketing at Phones4U, said: "Our focus will be to continue to target the youth market, and we're delighted to have Adam & Eve on board to help us achieve this.

"We are developing a new campaign to appeal strongly to this market and, as we continue to expand into other electronic product offerings, to position Phones4U as a leader within the youth market for mobile and entertainment solutions."

The appointment follows news last week that EMI Music had appointed A&E to promote its artists and increase revenues using non-traditional channels.