Magazine article Marketing

Mobile Operators Fund Global GSM Campaign

Magazine article Marketing

Mobile Operators Fund Global GSM Campaign

Article excerpt

The GSM Association, the mobile trade body that represents most of the world's mobile phone operators, is launching a global multi-million-pound marketing campaign next year to promote mobile services across the world.

The trade body has given advertising agency Perspectives Red Cell and PR agency Hill and Knowlton, both WPP-owned, the brief to develop the campaign, following a competitive pitch.

The marketing activity, which is the biggest of its kind, is being funded by the world's leading mobile phone companies. It is intended to coincide with the GSM Association achieving its billionth connection early next year. It will feature the strapline 'We've got the whole world talking' and will run in several continents over the next few months.

The campaign will promote the benefits of different mobile services, such as SMS, and photo messaging, and will run across a variety of media, including TV and press advertising.

It will also aim to build awareness of next-generation services such as 3G, which will become widely available next year and need to be a major success for mobile operators if they are to recoup the billions spent on 3G licences. …

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