3 Moots 30m advertising review following marketing restructure

Mobile operator 3 is mooting a review of its £30m advertising account, following a further restructure of its marketing department.

The account is currently handled by Euro RSCG.

The company will announce the marketing changes under new sales and marketing director Mark Allera today (Wednesday). Allera says the restructure aims to streamline 3’s operations and maximise accountability.

Allera took the top marketing role at 3 after a merger of its sales and marketing teams, which resulted in the departure of marketing director John Penberthy-Smith (MW.co.uk, May 13). The restructure was intended to push retail as a priority this year. It is understood Allera will announce promotions to decrease his direct reports, including a sales director role. Customer marketing will also be “cemented” as part of the changes.

Allera says the company is “always reviewing” but has no “immediate” plans to change its arrangements with Euro RSCG. He adds that 3 is working with the agency on campaigns for the last two quarters of this year.

The phone operator is already looking for an agency to handle a retail-based project for the brand (MW April 24). The brief for the agency is to work on a “refresh” of its 300 UK stores.

Claydon Heeley handles 3’s direct marketing, while MindShare is its retained media agency. The company also works with Glue.

Penberthy-Smith took over the marketing director role just over a year ago after being promoted from director of customer marketing. He was responsible for all marketing at 3, including products, customer propositions, channel and base marketing.

Allera joined 3 as director of retail sales in 2001. He has been closely involved in the roll out of its retail network through 3 Stores and Superdrug concessions.