Centrica Telecommunications has hired former Orange and Cable &
Wireless marketer Phil Hendey as its commercial director, triggering a
review of the firm's agencies.
Hendey reports to Centrica Telecoms managing director Ian
He will be responsible for all marketing activity for British Gas
Communications, including brand advertising and customer communications,
product development, customer lifecycle management and network
Hendey confirmed that he will review the firm's agency
"There is a lot of competition in the telecoms market and I need to be
sure that we are armed for the fight ahead," he said.
"Centrica has access to two-thirds of households in the UK through the
services it offers, and it is my job to deliver simple, motivating
propositions that build on the group's core strengths."
The decision will put incumbent agencies BMP DDB and OMD UK on
BMP DDB is the incumbent on British Gas Trading, and picked up the
additional telecoms business around the time of its launch last
Hendey spent five years at Orange, becoming head of brand management
before leaving in 1999 for Cable & Wireless, where he was global
vice-president of brand and customer relationship management for about a
He has since worked in internet consultancy.
It is not yet clear whether Hendey will also be responsible for
commercial activities for One.Tel, the Australian telecoms business
Centrica acquired earlier this month.
The acquisition took Centrica Telecoms' customer base past the one
million mark. Centrica's target is to build a telecoms business with a
UK market share of about 10%.
Hendey has brought in Andy Ruckley, with whom he worked at both Orange
and C&W, as head of market strategy. James Monighan, who was already at
British Gas Communications, takes on the role of head of products.
This article was first published on Marketing