INTERNATIONAL: ABC Euro RSCG to handle Vodafone entertainment job

FRANKFURT: Mobile phone firm Vodafone has hired German PR agency ABC Euro RSCG to handle PR for the company's mobile entertainment arm.

ABC's brand unit will lead the brief, overseen by brand head Oliver Chudy.

The agency's main remit is to help introduce multimedia messaging service (MMS), which is set to replace the short message service (SMS).

With MMS, which is based on the GPRS standard, you can send not only text, but also photos, videos, speech or music. Vodafone is looking to position itself as a leader of MMS technology in the sector.

Part of the remit will be in helping distinguish Vodafone and its services from the increasing numbers of competitors, such as the recently rebranded O2 and T-Mobile.

ABC was appointed without a competitive pitch, but secured the account following earlier project work, which centred around Vodafone's Load a Game product.

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