‘Turned on its head’: How EE’s brand transformation is shifting the dial
EE launched its biggest brand campaign in a decade last year after transitioning from mobile business to a broader service-led model, which its marketing boss says is driving consideration, awareness and purchase intent.
EE has been on a journey. After unifying with the BT Group in 2016, it was designated as the “flagship” consumer brand for the business in 2022.
The business transitioned from its mobile roots into a broader subscription-based model encompassing broadband, TV, gaming and security, all connected under the EE “master brand”.
“We essentially turned everything on its head,” EE and BT’s group brand and consumer marketing director Pete Jeavons tells Marketing Week, who acknowledges it was a “big job” to reposition and redefine the brand in consumers’ minds.
