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
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
JRT director John Taplin said Phones 4u would refocus the spend less on
national campaigns and more on online marketing and the lifestyle
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