Vodafone picks HPT Brand Response for consumer brief

Mobile phone operator Vodafone has handed HPT Brand Response the bulk of its multi-million pound consumer direct marketing business. Vodafone’s total advertising spend is &£30m.

HPT’s appointment is in addition to Vodafone’s direct marketing incumbents, Evans Hunt Scott (EHS) and 141 Communications. EHS will continue to work on the Vodafone Advantage loyalty programme which gives customers Air Miles in return for call and line rental costs; 141 retains the Vodafone Retail account.

HPT will take over all the company’s direct marketing work for both contract and pay-as-you-go consumers. A Vodafone spokeswoman says direct marketing activity to consumers will increase.

Last year Vodafone restructured its marketing to create four centralised strategy units – brand and advertising, database management, product strategy, and commercial and planning – to work alongside the consumer, business and corporate marketing teams.

Vodafone Retail marketing director Helen Keays was moved to head the brand and advertising sector. She is responsible for HPT’s appointment.

The restructure, following Vodafone’s &£67bn takeover of US mobile phone operator AirTouch, resulted in marketing director Mike Webb leaving the company. He was replaced by ex-One 2 One marketing chief Paul Donovan.

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