Cellnet rethinks brand strategy

Cellular operator Cellnet has axed John Cleese and Ronnie Corbett from its ad campaign and sent its agency back to the drawing board in a branding and marketing strategy rethink.

Abbott Mead Vickers.BBDO had already completed new work for the mobile phone service but this has been dropped. Cellnet now wants to create a stronger brand image.

“There was nothing wrong with the campaign, just that it pro- moted mobile phones generically and the need to do that has passed,” says a company spokesman.

He says the company now plans to “relaunch the Cellnet brand”, and will follow a similar strategy to rival Orange by promoting the benefits of a Cellnet connection.

The new creative work will air in September to coincide with a new tariff structure. The company will be the first to offer reduced local call charges regardless of location. Rival schemes only offer local call rates if the caller is within a certain area.

Cellnet is also abandoning its two-tier tariff structure for a more flexible three-tier structure. This will launch on July 3.

In a separate move, Cellnet has had to make hasty changes to its press ads, which feature rugby player Max Burito. The ads have been withdrawn after Burito was paralysed in a World Cup game.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here