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Vodafone pitches creative as Ogilvy bows out

vodafoneVodafone has put its creative account out to pitch after two and a half years with Ogilvy.

Ogilvy will not be participating in the pitch, with CEO David Fox saying he was disappointed to hear of the pitch.

“It is a very challenging category. I know our team has worked tirelessly to push the Vodafone brand forward. We will continue to work with Vodafone Australia until such time that a new partner is appointed.”

The agency was awarded the account in Februrary 2012 following a pitch which saw the agency beat out the incumbent Host.

Vodafone chief marketing officer Kim Clarke said in a statement: “We are pleased with how our brand health is tracking and owe our thanks to Ogilvy for their role in helping us tell our 4G network story and communicating the benefits of data to our customers in a language they understand.

“We’ve seen a real shift in our net promoter score, trust and considerations metrics over the past few years, and there’s no doubt our creative agency’s work has played a role in that.

“We are very much looking forward to speaking with agencies about how we might creatively execute the next phase of our growth in line with our strategic direction. We’ve made some very good ground over the past few years and we want to continue to strengthen our brand consideration in Australia.”

Ogilvy was behind the controversial ‘kidults’ campaign, which was one of the most complained about of 2013, with many people saying it sexualised children. It was also shortlisted in the Film Craft category at  the Cannes Lions festival.

It has since worked on the population-coverage campaign.

Population coverage:

Kidults:

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