JWT fights to retain £47m UK Vodafone

by Kate Nicholson, Campaign 27-Oct-06

JWT's problems deepen as Vodafone asks BBH to pitch for the UK account.

JWT London is fighting to defend its £47 million Vodafone UK
advertising account.

The mobile phone giant's UK marketing department, led by Dominic
Chambers, has invited JWT to pitch against Bartle Bogle Hegarty for each

piece of UK-specific business as it arises.

JWT handles all locally produced UK campaigns and initiatives, while BBH
handles all the international branding work. This decision to pitch
local work goes against JWT and Vodafone's global advertising
arrangement.

It is understood that three important initiatives are set to launch in
2007. The agencies are already pitching for the first. Sources close to
the account tip BBH to win the brief.

JWT's most recent work for Vodafone UK is its "another world" ad, which
shows young Vodafone users in a surreal world of forests and
flowers.

JWT won the international Vodafone account in May 2002, when WCRS lost
the UK business. BBH was added to Vodafone's roster without a
competitive pitch in September 2004, eventually replacing Wieden &
Kennedy Amsterdam, which had handled Vodafone since 2001.

The loss of Vodafone's UK billings would be painful for JWT. It has
already lost the Reckitt Benckiser, Weight Watchers and Rice Krispies
accounts this year.

This news comes at a difficult time for Vodafone. It has undergone a
number of top-level managerial changes, including the departure of its
global chief marketing officer, Peter Bamford, who was replaced by Frank
Rovekamp.

It has also announced plans to pull its distribution from the Carphone
Warehouse, and sign an exclusive deal with Phones4U. This move has been
criticised because it is likely to limit Vodafone's exposure to new
customers across Europe.

Vodafone, BBH and JWT all declined to comment.