One 2 One's Yates emerges in Irish role at Vodafone

LONDON - Tim Yates, the marketer who helped grow the fledgling One 2 One into a major mobile brand, has joined rival Vodafone to spearhead its marketing efforts in Ireland.

Yates is working as interim marketing director to help Vodafone cement its market leading position in Ireland, where it enjoys more than 50% share of the mobile phone market.

He reports to Vodafone Ireland chief executive and former UK marketing chief Paul Donovan and will work alongside him to recruit a long-term marketing director. Yates said he had no indication of when his duties at Vodafone would end.

The company's Irish subsidiary previously operated under the Eircell name but was rebranded as Vodafone in February. Vodafone Ireland's previous marketing director, Jeroen Visser, left last month for a senior position at its global product marketing group in Germany.

Yates left his role as marketing director at One 2 One in February as the firm prepared to rebrand to T-Mobile. His departure followed the appointment of Clent Richardson as chief sales and marketing officer.

He joined One 2 One in 1998 and aided its transformation into a national UK network, using celebrities such as Zoe Ball in its ads.

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