Cellnet revives marketing role with Esberger

Cellnet has recruited Simon Esberger as its marketing director on the eve of a new 10m ad campaign design-ed to reverse its fall in subscribers amid growing competition from Orange, Vodafone and One2One.

Esberger was most recently marketing director at Mercury Communications where he commissioned last year’s Oliver & Claire ads from HHCL & Partners. Esberger left Mercury earlier this year after the company was folded into the merged Cable & Wireless Communications.

The mobile phone operator has not had a marketing director since Steve Rowley quit (MW April 26 1996). Cellnet’s then managing director Howard Ford appointed a brand director Tim Evans, believing that the marketing director role was obsolete. Evans continues in his role. Last month, Cellnet warned of a further 40m provision for losses because of a failed attempt to build a billing system.

“The market has changed and (managing director) Ray Smith has a different approach, and has decided that a marketing director is needed,” says a Cellnet spokesman.

The TV campaign, devised by Abbott Mead Vickers.BBDO, breaks on Monday.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now