3 awards UK digital job to Glue as it hikes spend

by Gareth Jones, Marketing 13-Jun-07

3 has handed its UK digital advertising business to Glue London, as part of an ongoing overhaul of its marketing strategy.

The mobile operator has briefed Glue to create a digital project to go
live in the fourth quarter of this year. The activity will reposition 3
as a 'down-to-earth' brand that offers a range of multimedia

services.

3 shortlisted Glue for its £27m creative account earlier this
year, but awarded the business to Euro RSCG after a long-running review
of its agency arrangements (Marketing, 9 May).

The company now plans to boost its digital spend to an unprecedented
level to highlight its mobile-TV, internet and music offerings, as well
as its tariffs and talk plans.

It is understood that 3 will work with Glue on a project basis. 'Our
strategy will see us embrace media-neutral solutions with a heavy bias
toward digital,' said John Penberthy-Smith, marketing director of 3
UK.

The activity will place 3 head-to-head with rival Vodafone, which is
preparing to launch its biggest digital drive to promote its
mobile-internet service.