NEWS: The future looks Red for Cellnet PR

Mobile phone giant Cellnet is calling on The Red Consultancy to help entice business and domestic customers on to its network - the second biggest in the UK.

Mobile phone giant Cellnet is calling on The Red Consultancy to help

entice business and domestic customers on to its network - the second

biggest in the UK.



The pounds 100,000-plus fee account was won last week, after an eight

week search, against competition from three other firms including

Cellnet’s public relations agency of five years Spreckley Pittham. (PR

Week, 1 March).



The Red Consultancy’s 12- month contract kicked off this week with a

campaign to highlight Cellnet’s recent tariff price cuts. The new public

relations programme is Cellnet’s latest move in the race against rival

Vodaphone and fast-growing company Orange, to sign up mobile phone

users.



According to January’s figures, 42.9 of Britain’s 5.5 million mobile

phone owners use Vodaphone - slightly ahead of Cellnet’s 42.4 per cent

market share.



Cellnet public relations manager Sue Jones said that details of the

campaign were still being finalised but the programme would cover ‘the

whole spectrum of consumer, print and broadcast media and vertical

business press.’



Commenting on the appointment The Red Consultancy director Lesley Brend

said: ‘The mobile phone market is one of the most dynamic of the mid

90s. We had to be there,’ she said.



‘We’ve got an all guns blazing programme.’



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