Vodafone fireworks

Vodafone Group brand director on becoming known as a ‘firsts’ company

Lara O'Reilly

Vodafone announced a new global brand engagement strategy today (9 December), shifting away from its approach of using sponsorship to badge major events to celebrating individuals’ achievements through a “Vodafone Firsts” platform. Marketing Week asked Vodafone Group’s brand director Barbara Haase what the company hopes the new strategy will achieve for the business.