3 Pins hopes on Friel as its latest ad icon

Third-generation mobile phone company 3 has signed up actress Anna Friel to be the face of a new, make-or-break advertising campaign.

The actress – who is best known for taking part in the first lesbian kiss on British TV when she starred in the soap Brookside – will make her debut in high-budget ads set to break in early January. Friel has starred in several feature films, including Rogue Trader and Land Girls.

The ads, created by TBWA/London, must lure customers to the mobile network, which is owned by Hutchison Whampoa. The company, which had hoped to have 1 million videophone customers by Christmas, is now expecting to have less than a third of that number.

Since its launch in March, 3 has been dogged by problems, including handset shortages. Hutchison has been forced to push back the break-even date for its mobile operations from mid-2005 to the end of 2006.

The company reviewed its &£30m advertising business in the summer, but reappointed TBWA/London after seeing pitches from other agencies, including WCRS (MW August 7).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here