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‘A cultural change’: Why Vodafone is back investing big in marketing
Recently promoted to chief brand officer, Maria Koutsoudakis says Vodafone is in a strong place to be pulling on its marketing levers with a new brand platform.
By Molly Innes
Vodafone is launching a new brand platform as it looks to turns up the dial on marketing and sponsorship in a bid to become Britain’s favourite telecoms provider.
‘The Nation’s Network’ is the business’s first big campaign with new agency partner Leo Burnett, after it ended a seven-year partnership with Ogilvy at the beginning of the year. The driving force for changing agencies was that Vodafone wanted to ensure it had a “really strong creative platform” to take it forward “for the next seven years,” explains chief brand officer Maria Koutsoudakis.
