The Week: O2 kicks off review of £10m UK digital ad business

O2 has called a review of its £10 million UK digital advertising account.

The incumbent, Agency Republic, which has held the account since 2002, will be invited to repitch. A winner will be announced in the first quarter of next year. The process is being handled by ISBA.

The business covers strategic digital planning, social media requirements, creative development, website build across all brands and direct response acquisition communications.

Shadi Halliwell, the O2 head of brand marketing, said: "It's time to review our requirements to ensure we are working with the best partners in the industry and to continue our leadership position in the digital sphere. We want to ensure we have the best-in-class agencies delivering groundbreaking digital activity and strategy."

Digital media planning and buying responsibilities are outside the scope of the digital marketing review and will be retained by ZenithOptimedia.