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
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
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
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.’