T-Mobile is boosting its marketing spend by 15% this year in a move that will take its UK spend to over £115m.
Gordon Ballantyne, T-Mobile director of sales and customer service (pictured), says it is taking a bullish approach to 2009 and aims to increase sales for its contract business by 30% year on year. He adds: “We’re taking a much more aggressive trajectory in recessionary times.”
Ballantyne says that while its marketing has previously pushed “great value and great service”, it will now focus on the different categories such as its mobile broadband and SIM-only offerings.
It will also support its traditional voice and text service in conjunction with its recently launched Android-powered G1 smart phone.
Ballantyne says it will be adopting a more integrated approach to its campaigns as part of its new strategy.
It currently works with Saatchi & Saatchi, Tullo Marshall Warren and MediaCom.
“We’ll be spending a lot of time and focus on smart phone technology by supporting, educating and informing customers about its capabilities,” he says.
It is estimated that the mobile operator spent over £100m in above and below-the-line marketing last year, with main media spend totaling over £52m in the 12 months
to September according to Nielsen Media Research.
T-Mobile is currently seeking a new director of marketing following the recent departure of Phil Chapman, who occupied the role for three years. It is not know if he has a job to go to.