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Cash rich Vodafone is still looking for a story to tell

Vodafone’s a strange company: one of the UK’s biggest, arguably the inventor of the mobile phone (when it was called Racal and such things were bricks) and awash with cash after selling its 45 per cent stake in Verizon Wireless back to Verizon for $130bn. At the moment it’s mulling either a merger or some form of ‘Triple Play’ alliance with John Malone’s Liberty Media which now owns Virgin Media.

Its advertising has mostly been pants. Grey now has the business in the UK, as part of a WPP deal, but can it find something to say?

Vodafone in New Zealand is making a brave stab at it through agency FCB with this touching tale of ‘Keith the postie’ and a stray pig.

OK, but it just says it’s a big mobile network. Which is hardly news. Vodafone may have billions in the bank but it still doesn’t have a real story to tell.

MAA creative scale: 6.

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