Magazine article Marketing

Sendo Hires Mustoes to Challenge Mobile Giants

Magazine article Marketing

Sendo Hires Mustoes to Challenge Mobile Giants

Article excerpt

Sendo, the British mobile phone manufacturer, has handed Mustoes an international ad brief to help it compete with industry heavy- weights, such as Nokia.

The Birmingham company, which last week marked three years as Virgin Mobile's UK handset partner, is planning an international marketing campaign next year.

While the campaign budget is yet to be finalised, it will mark Sendo's biggest attempt to establish itself as a consumer brand. It will position itself as being at the cutting edge of mobile technology.

A Sendo spokeswoman said: 'What we want is to get people to recognise that we are synonymous with technology and something that represents a difference to our competitors.'

She added that a launch date for the campaign had yet to be decided, but said: 'We have always had plans to do something with the Sendo brand in the long term'.

Sendo believes a major brand campaign will bolster its market share by positioning its name at the front of consumers' minds when they are looking for a phone.

Mark Dorbar, Sendo's marketing director, oversaw the appointment of Mustoes. …

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