Phones 4u hires two for direct sales

Phones 4u, the mobile phone reseller, has handed its £10m

direct sales account to JRT and its strategic media partner Universal

McCann Birmingham as it attempts to increase its share of the

market.



The direct arm of the business is based on generating calls from

consumers through advertising. JRT will be responsible for strategic

planning and creative strategy while Universal will handle media

buying.



JRT director John Taplin said Phones 4u would refocus the spend less on

national campaigns and more on online marketing and the lifestyle

press.



Phones 4u competes with the likes of Carphone Warehouse's direct

operation and direct specialists such as Dial-A-Phone.



The company was founded in 1986 and is part of The Caldwell Group, which

turned over £1bn last year.



Phones 4u's advertising for its 250 retail stores is handled separately

by Cheetham Bell JWT with MediaVest handling media. JRT and Universal

McCann Birmingham won the account in a pitch against incumbent agency

MediaVest Manchester.



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