The agency, led by James Gordon-MacIntosh, has been brought in to increase awareness around product launches such as O2’s range of branded headphones developed with rapper 50 Cent.
Hope & Glory won the account after a pitch process revealed by PRWeek.
The move to increase awareness of O2’s product range is part of an overarching campaign to take O2 parent company Telefónica ‘beyond connectivity’ and be seen as more than just a utility company.
Hope & Glory is also charged with integrating O2’s strategy and consumer comms to help the company amplify campaigns and communicate good news stories.
Hope & Glory will work alongside Telefónica's agency set-up including lead agency Blue Rubicon and John Doe, which handles a rolling project brief providing consumer support to help O2 interact with youth culture.
Telefónica director of comms and reputation Nicola Green said: ‘Hope & Glory will help drive consumer talkability for our core products and services through to a mix of PR and social campaigns.
‘It will do this through a deep understanding of our brand and by delivering creative ideas that carefully consider the nuances of the current news agenda.’