CAREERS: Company CV - One 2 One

One 2 One, the mobile phone operator, is set to become known as T-Mobile, the wireless subsidiary of the German telecoms group Deutsche Telekom, Europe's second largest telecoms company. T-Mobile is to be the new brand name for all Deutsche Telekom's mobile businesses.

A transitional campaign through Saatchi & Saatchi Frankfurt broke on March 18 in the UK, under the strapline, 'Get More'. The ads show a rock guitarist morphing into a band alongside a giant T-Mobile logo. A full global campaign for the brand will break on April 18 to coincide with the official launch.

Saatchi & Saatchi has handled the creative brief for the international rebranding campaign, while Bartle Bogle Hegarty will tailor ads for the UK. T-Mobile will become the second-biggest global mobile brand.

The company began life in September 1993 as Mercury Personal Communications when it launched the world's first GSM (Global System for Mobile Communication) network as Mercury One 2 One. It was a joint venture between Cable & Wireless and US West International.

In October 1996, the Mercury name was dropped. September 1997 saw the launch of the UK's first pre-payment service, Up 2 You.

In June 1999, One 2 One and Virgin Group formed a partnership that saw Virgin launch its own branded mobile phone service in November 1999.

In August 1999 Deutsche Telekom payed £8.4bn to acquire One 2 One. It became part of Deutsche Telekom's mobile operation, T-Mobile International, which comprises T-Mobil in Germany, Max.Mobil in Austria, VoiceStream in the US and the joint ventures Ben (Netherlands), Radio-Mobil (Czech Republic), Era GSM (Poland), MTS (Russia), and the UK-based pan-European portal, T-Motion.

May 2001 saw One 2 One launch a £15m campaign featuring the strapline 'Life is made of One 2 Ones'. The ads starred Gary Oldman.

In October 2001, One 2 One bolstered its high street presence with the creation of a retail division, One 2 One Retail. It completed the rebranding of its PocketPhone Shops as One 2 One stores with T-Mobile featuring in the signage.

March 2002 saw Universal McCann and Saatchi & Saatchi pick up the pan-European corporate T-Mobile rebranding work. Both Starcom Motive and Bartle Bogle Hegarty remain on the roster to handle local product-led advertising.

As of December 2001, it had 10.4 million UK customers. One 2 One has invested more than £2.5bn on its networks. The company also owns 50% of Virgin Mobile.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer