Bigger agencies shunned as mobile brand Vodafone opts for Paratus

Vodafone has surprised the industry by shifting the bulk of its lucrative PR business to ten-person agency Paratus Communications.

Changes: Vodafone UK undergoing review
Changes: Vodafone UK undergoing review

The UK's biggest mobile operator selected the firm after a competitive pitch that saw it ditch long-term incumbents Harvard PR and Shine Communications.

Instead, six-year-old Paratus takes charge of Vodafone's consumer, b2b and social media accounts, worth a combined £500,000. The agency prevailed following a review overseen by Vodafone UK director of external comms Aileen Thompson and head of external comms Julien Cozens.

The company also sought external assistance to manage the pitch, in the shape of h2glenfern senior partner Piers Marlow-Thomas. As well as Paratus and the two incumbents, Launch Group is thought to have pitched ideas.

Cozens declined to offer any details about whether a different servicing model would be employed in tandem with the company's new agency.

Paratus co-founder Dominic Shales, who will head the account, hit back at the suggestion the hire would raise eyebrows in the industry.

'We've got a really strong track record of working with large brands,' said Shales, pointing to other clients such as AXA and Costa Coffee.

Shales instead highlighted Paratus' business model, in which a core team of permanent staffers is supplemented by specialist freelancers.

The social media component, seen as of particular importance to Vodafone, will be headed by Paratus senior consultant Adam Vincenzini.

The appointment comes at a time of considerable change at Vodafone UK. The firm is expected to make a number of redundancies as part of a plan to cut 500 roles group-wide.

'Vodafone is going through change,' said one source involved in the review. 'So is the comms team, and it felt the need to change its agencies.'

VODAFONE'S AGENCIES

- Paratus has won Vodafone's PR accounts

- Harvard PR had handled b2b for the past eight years, while Shine oversaw consumer PR from 2007

- Skywrite spearheads comms with developers

- Finsbury was awarded financial PR in 2005

- Threepipe runs CSR projects

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.