Joining Three UK in 2011, Tom Malleschitz has been working towards changing brand perception from being a cheap option to a powerful entertainment channel. The former project manager came to the UK with 10 years’ experience of the brand, latterly as CMO at Three Austria. Despite it being in his company’s interests to promote the widespread use of mobile, he was recently responsible for an ‘anti-marketing’ stunt that saw the brand link up with a French beach last year to create a ‘no-selfie zone’. He said at the time it was drastic but necessary to make sure that the quality of bragging photos on social media was the highest possible.