As part of the changes it will scrap the old tagline, “Make the most of now” for the new “Power to you” positioning.
The campaign will be used support the rollout of new services as the operator looks to broaden its appeal and encourage more customers to make the switch to smartphones.
Vodafone is this week planning to unveil what it hopes will rival Apple’s iPhone applications. Its new service, called Vodafone 360, will integrate a number of social networks, such as Facebook and Twitter.
Future Brand marketing director, Tim Hill, has previously told Marketing Week that while Vodafone’s products are not boring, its “image is so large it becomes connected with being staid and dull”
WPP’s Team Vodafone unit works on Vodafone’s advertising account. The mobile operator last month appointed OMD to its global media planning and buying business, winning out over WPP.
Vodafone may soon be pushed down from its position as the UK’s second largest mobile operator behind O2, if the merger between T-Mobile and Orange is approved by regulators.