Vodafone creative account goes to pitch
TPG Telecom has taken Vodafone’s creative account to pitch.
The telecommunications brand confirmed the news to Mumbrella: “We regularly review our agency partnerships to ensure our creative and brand ambitions remain fresh and ready to challenge the status quo.
“As part of this process, we recently commenced a closed, competitive pitch process to explore new creative opportunities, so we can continue delivering the creative work Vodafone is known and loved for,” a spokesperson said in a statement.
The pitch is being run by consultancy Trinity P3. There are six agencies involved.
It comes after TPG Telecom welcomed a new chief marketing officer at the end of last year. Rebecca Darley joined from Domain Group, replacing John Casey who “stepped back” from the role.
She is responsible for the marketing departments across TPG Telecom’s brands — Vodafone, TPG, Felix, iiNet, and Lebara.
As most new CMOs do, Darley has reviewed the brand’s creative agency arrangements.
Mumbrella understands she is looking for strong growth for the brand and return it to a strong challenger position in the category.
The incumbent is Saatchi & Saatchi Australia, whom the Vodafone spokesperson thanked in the statement to Mumbrella.
Vodafone has also recently engaged Thinkerbell for project-based brand work, including it’s recent ‘Double Coverage’ campaign. Mumbrella understands Thinkerbell is one of the agencies involved in the pitch.
It is also understood a decision will be made by July-August.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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OMG, this company goes into ‘pitch’ mode so very frequently. If I were an agency, I would not want to invest my staff’s time, energy and intellectual capital in this never-ending process
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I agree. It’s been going on for years. There needs to be a centralised list of businesses that love to constantly pitch work out.
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The Vodafone business is an agency culture killer. Take it from me.
People actually don’t want to work on this account. Great to win. Terrible to work on.
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Says a lot about a CMO if your first major action since appointment is to call a pitch.
It’s not like the TPG and Vodafone brands haven’t been performing well.
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