3 mobile awards Glue 30m ad account

Glue London has been awarded the £30m ad account for mobile operator 3. Glue was already 3’s lead digital agency and will take over lead advertising responsibilities for the operator from incumbent Euro RSCG in January.

Glue was handed the account without a pitch. The appointment is part of the mobile operator’s strategy to move its advertising to a more digitally-led direction. In June, 3 is understood to have started mooting a review of its ad account following a restructure of its marketing department (MW June 19)

It is believed that Glue will outsource above-the-line production work, but will lead all advertising decisions for the account.

Glue was awarded the account by the mobile operator’s director of integrated communications Alan Doyle and sales and marketing director Marc Allera. The agency switch comes 18 months after Euro RSCG was appointed by 3 mobile as lead agency.

Glue was originally shortlisted for the 3 advertising account in May last year, against Euro RSCG and Hurrell and Dawson, but was only appointed to undertake digital work.

MindShare continues to handle 3’s media planning and buying.