Cellnet to review multimillion pound DM

Cellnet, the mobile phone network, is reviewing its multimillion pound below-the-line account.

A Cellnet spokesman says: “Until now, Cellnet has used direct marketing tactically. Now we want to use it strategically.”

Cellnet will not give details of the six agencies on the pitch-list, although one of the two incumbents – Barraclough Hall Woolston Gray – is known to be included. The other incumbent, GGT Direct, which works on business-to-business marketing, has not been asked to pitch.

Cellnet brand director Tim Evans says: “We are consolidating our direct marketing activity through the creation of a roster.”

He will not reveal how much Cellnet will spend on direct marketing, but the account is thought to be worth several million pounds.

The move comes amid a below-the-line shake-up in the mobile phone market. In December, Orange put its account up for review and it is believed Vodafone is also reviewing.

Cellnet’s managing director, Howard Ford, resigned on Monday.

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