BTCellnet poaches One 2 One chief to head advertising

BTCellnet has appointed a marketer from rival mobile phone operator One 2 One as its head of advertising and brand.

One 2 One head of marketing communications Tracy Hirth is to take up her new position at BTCellnet on May 17.

She replaces Andrew Collinson, who has been acting head of brand since Tim Evans left last summer to join parent company BT as its head of UK marketing communications.

Hirth will liaise with BTCellnet’s advertising agencies Abbott Mead Vickers.BBDO and the Allmond Partnership.

Before joining One 2 One, Hirth was BT’s account director at Ogilvy & Mather Direct and also ran the AT&T account at O&M in the US.

Collinson has moved to a new planning role, as head of marketing operations. He will plan marketing activities across the company, and be responsible for pricing, forecasting and handset strategy.

Both Hirth and Collinson will report directly to BTCellnet marketing director Kent Thexton, who joined the company last June as a replacement to Simon Esberger.

BTCellnet kicks off its new 10m TV, press, poster and direct marketing campaign on May 16.

The campaign will launch BTCellnet’s new branding (MW April 15).

Two TV executions will run. The first ad breaks on May 16 and features the Onephone product, while the second, starting on May 24, advertises the Clearcall service.

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