Magazine article Marketing

Vodafone Shakes Up UK Ad Business

Magazine article Marketing

Vodafone Shakes Up UK Ad Business

Article excerpt

Vodafone is understood to be conducting a major shake-up of its ad arrangements in a move likely to loosen the grip of UK incumbent agency BMP DDB.

WCRS, which recently lost the prestigious Orange account following its acquisition by France Telecom, is thought to be in a strong position to pick up a slice of the UK business. Sources suggest that WCRS could also be in line to extend its remit to Vodafone's wider European account.

The shake-up is believed to focus on the mobile phone giant's UK business as part of a wider review of its marketing strategy, as it seeks to target its brand better toward younger consumers.

The loss of the UK business would be a major blow for BMP, which has held the [pound]41m account since January 1996. Its position on the account was severely weakened in October when Vodafone handed its [pound]100m global ad business to McCann-Erickson (Marketing, October 5). …

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