One2One hires chief and hits 1 million subs

Mobile phone network One2One has hired a marketing director at the same time as it breaks through the 1 million-subscriber barrier. Tim Yates is presently brands director at Guinness and has been responsible for developing the company’s 10m sponsorship of the 1999 Rugby World Cup as part of its worldwide efforts to promote the brand. Yates will report to commercial director Paul Donovan, who was marketing and sales director until nine months ago (MW April 4 1997). In his new post Yates will assume responsibility for everything from advertising to new product development. Donovan says: “He brings with him a wealth of experience of managing packaged goods brands, along with a high level of strategic insight and brand development credentials.” One2One will make a major play for the business market this year. It launched a 3m consumer campaign over Christmas. The four network operators added record total net subscription figures of 726,000 in the final quarter of 1997. Vodafone added 241,000 net subscribers and One2One 206,000.

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