Naked secures Lebara Mobile ad strategy task

Naked Communications has been appointed to handle the advertising and strategy for Lebara Mobile, following a pitch with several undisclosed agencies.

Lebara, which is a pay-as-you-go, SIM-card service aimed at the immigrant population, has appointed the agency as part of a new marketing push which is believed to include press, radio, outdoor and online activity (MW April 24). To date, Lebara has focused on point-of-sale and field marketing.

Jon Fawcett, head of group marketing at Lebara, says the agency’s appointment forms part of its “ambitious plans” to grow its UK business and has new product launches planned for the fourth quarter of this year.

Lebara launched in the UK in November 2007 and uses the Vodafone network. It has previously handled advertising in house, and appointed the WPP-owned agency, Banner, to handle its media planning and buying last year.

Fawcett adds that it will continue to have an in-house creative design team. Hesays/ “We’re engaging with Naked to help us get us to the next level.”

In 2006, Fawcettt says it appointed Leo Burnett’s Innovations division to carry out a “brand essence review” prior to its launch in the country (MW May 11, 2006). This relationship has now ended.

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