Ogilvy has displaced Host as Vodafone’s creative agency.
A Vodafone spokeperson told Mumbrella the switch was driven by “cost efficiencies” and the desire to align to the brand with Ogilvy, which the telco works with in other markets.
The decision was made without a pitch.
Redundancies at Host are likely as a result, the agency’s boss Anthony Freedman has said.
The news comes one month after the telco announced a major shake-up of its marketing function. On the day of the announcement Vodafone told Mumbrella there were “no plans” to change the agencies it worked with.
The announcement from Vodafone:
Vodafone today announced it has appointed Ogilvy Sydney as its creative agency.
Jana Kotatko, General Manager of Brand and Communications at Vodafone, said, “As part of a number of commercial efficiency measures, we have taken the decision to appoint Ogilvy Sydney as our creative agency.
“WPP is a partner of Vodafone worldwide, and we look forward to working side-by-side with STW and Ogilvy Sydney to bring a centralised and consistent focus across brand and communications at Vodafone.”
“We would like to thank Host, an extraordinary creative agency who has been an incredible partner for Vodafone over the last two years.”
Ogilvy will start work in the coming months, after a handover from Host.
Host’s Anthony Freedman said in a statement:
It’s disappointing to see a client loss as a result of a global alignment but I doubt we will be the last agency to see business lost under these circumstances.”
It is unlikely that we will absorb the loss of Vodafone without some implications for our team but the extent of this is not yet clear. Fortunately we have had several recent new business wins which will allow us to redeploy people.
Vodafone has a reputation for being a tough client and in many ways this is true. But there are some great people over there who we have very much enjoyed working with, and we wish them all the very best.