O2 reviews £100m European media business

Telefónica is reviewing the media planning and buying accounts for its O2 brand across Europe. The telecoms company is looking to consolidate the business, believed to worth about £100m, under one agency.


The Spanish-based company says it has asked agencies to prepare a single bid to handle all the company’s advertising in the European countries in which the O2 brand operates, namely the UK, Germany, Czech Republic, Ireland and Slovakia.

Sally Cowdry, O2 marketing director, says the pitch process will ensure it continues “to work with the best as well as delivering important synergies and consistency through consolidation of media buying across our European businesses.”

The company adds the move is part of its strategy to “align and standardise its media agency policy across its European regions”.

ZenithOptimedia has handled O2’s media planning and buying account in the UK since 2004.

O2 recently launched a corporate social responsibility drive called Think Big that aims to encourage young people to help make a difference in their communities.

It has also extended its brand through the launch of O2 Money and by offering home phone lines.

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