For a massive company Vodafone seems to get itself into some strange old marketing tangles.
Now its director of brand marketing Daryl Fielding (left) is leaving after just two years, shortly after overseeing the switch of the £60m Vodafone ad account from one WPP agency, RKCR/Y&R, to another, Grey. It’s something of a mystery why Grey didn’t have the account all along as it’s produced some outstanding work in Ireland – but that’s Vodafone for you.
Vodafone UK CEO Jeroen Hoencamp says: “In her two years with us, Daryl undertook a major strategic review and led the transformation of our brand marketing. Her strategy and advertising campaigns have resonated with our people and consumers and have led to significantly increased brand measures in our marketplace.”
Which makes it rather odd that no replacement for Fielding, a former agency executive and one-time head of marketing for Kraft in Europe, has been found.
Fielding, according to the company, will work on her own projects and write a book. She should have plenty to put in it.