Phones4u reviews £10m media account

Phones4u, the mobile phone retailer, is reviewing its £10m media planning and buying account.

The retailer currently works with MediaVest Manchester, who is expected to repitch for the business. The agency has worked with Phones4u since winning the account in 2001.

Phones4u has invested heavily in marketing, in its efforts to trump rivals including Carphone Warehouse and Currys.

In August, it went head-to-head with O2 in the financial services market, with the launch of two Mastercard prepaid cards.

The retailer recently dropped its “Jack” character from TV ads, instead focusing on the theme of peer group approval.

It wasthe first big campaign overseen by Phones4U marketing director Russell Braterman. He was appointed to the role late last year and took over from Jim Slater who left the company.

Braterman oversaw the appointment of Adam & Eve in January to handle its |£7m advertising account following a three-way pitch against Mother and incumbent WCRS.

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