One 2 One’s marketing chief Clent Richardson has unveiled a new marketing communications structure, which integrates the mobile operator’s business marketing team with the centralised brand group.
The 20-strong business marketing team, which operated as part of the business unit headed by David Henson, will now work in the centralised marketing group under marketing director, Tim Yates.
Simon Eggleton, who previously had overall responsibility for business marketing, has been appointed head of T-Mobile Projects, reporting to Yates.
As a subsidiary of Deutsche Telekom, One 2 One is part of T-Mobile International, the European telecommunications provider.
Richardson, who joined One 2 One as chief sales and marketing officer in April (MW April 5), says: “The way that our target customers lead their lives means the boundaries between business and personal use are becoming increasingly blurred, making strictly segmented marketing communications strategies a thing of the past.”
In his new role, Eggleton will be responsible for the UK integration of pan-European products that may have been developed elsewhere in the Deutsche Telekom empire.
One of his first tasks will be to ensure that the UK marketing of a pan-European tariff, which is due to be introduced in the next few weeks, is consistent with other markets.