Four chase Cellphones Direct relaunch brief

Cellphones Direct is looking for an agency to handle its relaunch, following its acquisition by Martin Dawes Telecommunications in March.

Martin Dawes sales and marketing director Sean Gardner says that the company has sold itself on price, but that increased competition means it has to complement this with more service.

“Increasingly our competition is coming from dealerships which also compete on price. We were the first into the direct market and now we need a more rounded offer,” he says.

Last year, Cellphones Direct spent 5m above the line with CPS Golley Slater. CPS has been invited to repitch, along with three other agencies, but Gardner will not reveal the shortlist.

The purchase of Cellphones Direct, the off-the-page mobile phone provider has given Martin Dawes, a mobile phone service provider, about eight per cent of the UK mobile phone market.

But in spite of its size, Martin Dawes is facing difficulties. The role of the service provider is under threat as network operators increasingly sell direct to the consumer.

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