Third-generation mobile phone operator 3 has appointed Euro RSCG to handle its £39m advertising account following a pitch against Hurrell & Dawson and Glue. The business moves from WCRS, which did not repitch.
3, the UK’s fifth-biggest mobile phone network, called the review in February following the appointment of John Penberthy-Smith as marketing director. The company used the Incorporated Society of British Advertisers to conduct the pitch.
Penberthy-Smith says: “3 is a challenger brand and we wanted to work with a team that is using its experience to challenge the norms in the world of communications as we set out to do in the world of telecoms and media.”
3 is Euro RSCG’s first major win in the UK since Mark Cadman and Russ Lidstone were appointed as chief executive and chief strategy officer respectively in January 2006.