BMP loses £47m UK Vodafone to WCRS

Vodafone has suddenly replaced BMP DDB, the incumbent on its estimated £47m UK account, with WCRS.

The decision comes only four months after Vodafone appointed McCann-Erickson World Group to handle its global branding account, after the agency pitched against Ogilvy & Mather and BMP DDB. McCann will be responsible for a campaign introducing Vodafone as a single brand, and is expected to work with local market agencies.

It is not clear whether BMP’s sister agency, OMD, has also lost the UK media buying account. BMP has held the creative account since 1996. It is not known whether Bates UK will continue to handle the advertising for Vodafone Stores.

A spokeswoman at Vodafone refused to confirm the appointment and WCRS and BMP were unavailable for comment.

The move will go some way towards replacing the $80m (£54m) global Orange account, which WCRS lost to Lowe Lintas last year.

The change in creative agency follows the appointment of David Haines as Vodafone’s global brand director (MW November 23).

It is expected that Vodafone will also consolidate its buying business across Europe, following the appointment of Carat International as pan-European media planning agency for a one-off branding push.

One of the main challenges facing the company is to boost the Vodafone brand across Europe and attach the name to the businesses it controls. Omnitel in Italy will be called Omnitel Vodafone and D2 in Germany will be known as D2 Vodafone.