Tele2 draws up a shortlist for worldwide media review

Swedish telecommunications company Tele2 is thought to be reviewing its estimated £20m global media-planning and buying account. It has shortlisted Starcom, Carat, Universal McCann and WPP’s Group M to pitch for the business.

Tele2 launched in the UK in 2003 and has worked with BLM Media in the past.

The company, which sold its declining fixed and broadband operations in France at the end of last year, appointed Beechwood to handle its integrated UK advertising account at the end of 2005 (MW November 17, 20005).

It is thought that the agency has produced outdoor and press advertising for Tele2, as well as direct marketing campaigns.

Tele2 did not previously have a retained agency in the UK, but it was suggested at the time that it felt it needed a UK shop to give it more of a local focus.

Tele2, which ran a high-profile advertising campaign two years ago comparing its prices with BT’s, appointed BLM to handle its media-planning and buying at the start of 2004, following a pitch against Carat, MindShare and ZenithOptimedia.

Tele2 sold its French fixed and broadband business to SFR in October last year for $450m (£221m).

It retained its French wireless business, but said that it had a high level of churn, amid competition from the incumbent and broadband operators.

The company has been offloading its investments in fixed-line services in Europe, which it says are in structural decline.

It exited the Czech market in June last year. The big push this year will be its increased focus on the Russian market.


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