O2 reviews £3m direct marketing

O2 is reviewing its consumer direct marketing business, estimated to be worth about &£3m. The pitch is being run through the AAR.

Direct marketing agencies understood to be pitching for the business include Proximity, Tequila/London, Archibald Ingall Stretton and one of the incumbent agencies, Finex. It is not known whether the other incumbents agencies, Livity and Tullo Marshall Warren, are pitching. O2’s consumer brand marketing team, headed by Susie Moore, is overseeing the pitch.

Historically, O2 used a roster of direct marketing agencies, but it has lately cut their number. In January, it consolidated its &£1m business direct marketing account into Tequila/London after calling a review of the business the previous month (MW December 12, 2002).

Next week, the mobile phone operator launches a new phase of its consumer branding advertising campaign, created by its above-the-line agency, Vallance Carruthers Coleman Priest. O2’s media is managed by The Almond Partnership and PHD.

Last month, O2 said it was on track to meet analysts’ earnings estimates for the full year. In its third quarter, O2 added 503,000 UK customers, taking its total customer base to almost 12 million. In a separate announcement, O2 reported that chief marketing and data officer Kent Thexton had been made a member of the board.


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