T-Mobile (now part of Everything Everywhere with Orange) has produced some decent individual ads, most notably its Royal Wedding number, directed by Chris Palmer for Saatchi & Saatchi. Orange itself has struggled ever since it foolishly ditched launch agency WCRS (‘The future’s bright, the future’s Orange’) all those years ago.
Hutchison-owned contender Three has occupied the wannabe end of the market since its launch but it January it appointed Wieden+Kennedy London, presumably to apply a bit of class. Well it’s taken W+K a while (and this is only supposed to be the ‘precursor’ to a proper campaign in 2012).
Like the client, W+K London could do with a winner after losing its £80m Nokia business, seeing little activity from flagship creative client Honda and labouring in the shadow of all-conquering W+K Amsterdam, home to Coca-Cola and Heineken.
Next year’s phone wars in the UK should be interesting with Vodafone, awash with cash as ever, recently departing Bartle Bogle Hegarty for RKCR/Y&R in a WPP-only pitch.
And Everything Everywhere needs to come up with something to show the benefits of the merger to confused customers of T-Mobile and Orange. T-Mobile marketing boss Lysa Hardy, the brightest marketer at the merged company, left last week.