Vodafone reviews comms strategy

Vodafone is reviewing its entire communications arrangements, including advertising, media, sponsorship and PR. It could lead to all disciplines being moved into one agency group.

The decision comes as the telecoms giant prepares to operate as a global brand once rebranding across Europe has been completed.

A spokeswoman says: “We are looking into how our communications needs may be different.”

The review is being overseen by global brand director David Haines. Vodafone earlier this year appointed Tempus Partners – part of Tempus Group which is in the process of being bought by WPP – to manage its global communications including strategic marketing advice.

WPP is known for trying to negotiate communication packages, and has managed to secure the bulk of Boots’ business (MW October 26).

The review could result in the appointment of a second network to work alongside Wieden & Kennedy on a global basis.

Media is also included in the review. Carat handles planning for global campaigns and has buying in Ireland, Sweden, Germany, Italy and France. Other markets are handled on an individual basis, with OMD handling the &£41m UK account. It is likely that all the media will be merged into one network.

W&K, which picked up the &£250m global account last year, says it expects to work alongside a global agency network. Grey Worldwide has been linked to the discussions, as have WPP agencies Ogilvy & Mather and J Walter Thompson. The successful network may also take on responsibility for individual markets. Currently, these are handled by different agencies, including WCRS in the UK.


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