‘Challenging perspective’: EE on the value of having a long-term agency partner
With a partnership spanning over a decade, EE and Saatchi & Saatchi discuss trust, challenging perspectives and the power of tenure in a crisis.
EE has transformed its brand more than once over the past 15 years. Each time it has required a “level of trust” between the brand and its agency partner.
Originally set up as Everything Everywhere in a joint venture between Deutsche Telekom and France Télécom in 2010, the company rebranded to EE in 2012 while simultaneously launching the UK’s first 4G mobile network. BT then acquired the business in 2016, and last year it introduced the ‘New EE’.
Publicis Groupe agency Saatchi & Saatchi has sat behind the scenes of every change since 2012.
“One of the reasons why you work with good agencies is because they give you a perspective on things that you aren’t necessarily going to be thinking about and spotting,” EE and BT group brand and consumer marketing director Pete Jeavons tells Marketing Week.
