Two agencies in the running for Vodafone’s creative account

VodafoneVodafone has whittled its shortlist down to two agencies after putting the account out to pitch at the end of last month, Mumbrella can reveal.

McCann Melbourne and Cummins & Partners will battle it out for the account.

Incumbent Ogilvy bowed out of the fight when the pitch was announced, with CEO David Fox saying at the time he was disappointed to hear of the pitch.

All of the contacted agencies declined to comment.

Ogilvy had held the account since February 2012 after a pitch which saw the agency beat out the incumbent Host.

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.

Vodafone’s chief marketing officer Kim Clarke told the Association of Data Driven Marketing and Advertising (ADMA) conference at the end of last month that the troubled telco was beginning to get back on its feet after a turbulent period which saw the company become the least trusted brand in the sector.

“We have a thee year turnaround program and are half way through that,” she said, admitting that while it was making good progress “we still have a long way to go”.

A spokesperson for Vodafone has stressed the company is now in the final year of its three-year turnaround program.

Miranda Ward


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