TBWA/London holds on to 3 task

Third-generation mobile phone company 3 has retained TBWA/London to handle its &£30m advertising business.

The agency pitched against WCRS, Delaney Lund Knox Warren & Partners, M&C Saatchi and Bartle Bogle Hegarty. The review was handled by the AAR.

The pitch, which ends months of speculation concerning the future of TBWA’s tenure of the business, was overseen by 3 marketing director Graeme Oxby.

TBWA launched an advertising campaign last month for 3, concentrating on portraying the third-generation (3G) mobile phones as the next big breakthrough in technology. The ads compared 3’s technology with historical advances, such as landing on the moon, and aimed to show that the 3G phones will become as commonplace as television sets or DVD players.

The Independent Television Commission recently banned a 3 ad created by TBWA after viewers complained that the quality of the video calls and messages in the ads bore no resemblance to the actual product experience.

A spokesman for 3 confirmed TBWA’s appointment to the business.

vThis week, 3 UK announced that it is to offer football fans three months of Barclaycard Premiership coverage free of charge on their video mobiles. As well as all of the video action, fans will also get football news, audio bulletins and score alerts.

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