3 plans overhaul of ‘quirky’ image

Mobile phone operator 3 is rethinking its quirky brand advertising campaigns because it wants to make its proposition more “tangible”.

Sources say the company, which is owned by Hutchison Whampoa, has begun an internal review of its advertising strategy.

The high-profile and much-talked about campaigns have included dancing jellyfish, singing cherries and milkmaids, establishing 3 as a young, fun network.

The activity has also helped raise brand awareness – and the company, whose launch in March 2003 was plagued by problems, now has more than 3 million customers in the UK.

But sources say senior executives have decided it is time to move on to phase two of the campaign, and the next ads are set to have a different look. A 3 spokesman says: “We are always looking at new executions.” It is believed the review will not affect WCRS’s grip on 3’s &£39m advertising account.

Gareth Jones, 3’s chief operating officer and one of the senior executives credited with the network’s revival, left the company at the end of last year without a job to go to.

Jones was one of the team that launched Orange. He was drafted in by chief executive Bob Fuller in May 2003. The pair moved the company’s advertising out of TBWA/ London and into WCRS and embarked on a strategy of undercutting rivals on calls in order to sell more handsets.

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