Magazine article Marketing

[O.Sub.2] Hands Launch to WCRS Breakaway

Magazine article Marketing

[O.Sub.2] Hands Launch to WCRS Breakaway

Article excerpt

Mm[O.sub.2], the demerged wireless business formerly owned by BT, has handed the launch marketing task for its [O.sub.2] consumer brand to a start-up agency.

The new shop has been founded by two of the key executives responsible for the global launch of the Orange brand, former WCRS creative director Rooney Carruthers and strategy director Charles Vallance.

Mm[O.sub.2]'s the vice-president of global marketing, Will Harris, worked with the pair at WCRS and it is understood that the wireless company was eager to work with a team that had a proven track record in launching a major consumer brand from scratch.

[O.sub.2] which was due to launch on April 19, but has now been delayed for a month, will be backed by a massive [pounds sterling]150m marketing budget across Europe.

Abbott Mead Vickers BBDO, which picked up the advertising task last year without a formal pitch, is still engaged to work on the brand in the long term. …

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