Vodafone stuns W&K by adding BBH to global roster

LONDON - Vodafone is shaking up its £250m global marketing strategy with the addition of Bartle Bogle Hegarty to its roster. The agency has already been handed a global advertising brief to develop.

The appointment puts BBH in a strong position to take the lead role in developing advertising creative and strategy for Vodafone's global brand campaigns. The mobile operator spends £38m in the UK alone, according to Nielsen Media Research.

BBH, which created the "Who would you like to have a One 2 One with?" ads for what is now T-Mobile, will sit beside Vodafone's lead creative agency Wieden & Kennedy Amsterdam. W&K is believed to have struggled with the workload over the past year.

David Wheldon, global director of marketing and brand communications at Vodafone, said the appointment was a sign of the company's development.

The appointment will not affect J Walter Thompson, which handles the local market roll-out of international campaigns.

Last month, David Beckham agreed a further one-year contract with Vodafone, reported to be worth £1m.

BBH also handles the global ad account for handset manufacturer Sony Ericsson.

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