TPG puts Vodafone creative out to pitch

TPG Telecom will hold a creative pitch following last year’s merger between Vodafone and TPG.

While Vodafone’s long-standing relationship with WPP will continue, the 18-month creative partnership with VMLY&R Australia has come an end, and the agency will not be participating in the pitch. WPP’s Hogarth will remain Vodafone’s preferred production partner and Wavemaker its media-buying partner.

Vodafone general manager brand and commercial for Adam Slattery said a creative pitch will commence later this month.

“With the strength of the merged group behind us, we’re excited to unlock even more potential for Vodafone,” Slattery said. “We’re looking for a creative partner who can help us in the next phase of brand and campaign development.

“The partnership with VMLY&R Australia has been great, and together we have set the foundation for greater brand success but it’s time for a different model.”

CEO of VMLY&R Australia, Thomas Tearle, said: “We are incredibly proud of the results we have achieved and impact we have had on Vodafone since we started working with the brand in March last year. We would like to thank Adam and his team for giving us the opportunity to collaborate.”

The Vodafone and VMLY&R Australia partnership included the You Rule campaign which was conceived and produced while lockdown restrictions were in place. The You Rule platform led to Vodafone’s highest ever brand consideration score, according to the company’s statement, and record high advertising recognition scores, and to improving customer advocacy for the brand.

Late last year TPG Telecom’s new sim-only mobile brand, Felix Mobile, appointed independent agency This is Flow to its media account after a competitive pitch.


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