Vodafone has selected Grey London as its lead creative agency following a pitch against incumbent Rainey Kelly Campbell Roalfe/Y&R, who had worked as the brand’s lead agency since August of 2011, Campaign reports.
Grey has worked with Vodafone since 2011, when it was tasked with handling the business in Ireland. According to Nielsen, Vodafone spent around £52.9 million on measured media in 2013. Above is a sample of RKCR/Y&R’s work for the brand in the form of an ad from this past summer in which it cast real British families.
The pitch followed Vodafone hiring Grey London for a network differentiation campaign last March; that work encompassed broadcast, cinema, print and digital. The new AOR’s first campaign for the brand is expected in April.
“We have been aiming to bring our focus our consumer brand work into fewer agencies for some time, as this allows us to foster a closer working relationship with them and also ensures greater consistency across all channels,” said Daryl Fielding, director of brand marketing at Vodafone UK.