W+K London provides a taster of its plans for Three

It’s about time the UK produced a decent mobile network campaign, too often the answer has been chucking loadsamoney at an idea that’s stale before it’s time (yes, Vodafone).

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.